H&M to open first store in Serbia

H&M’s first store in the Balkan republic will open this autumn in the country’s capital Belgrade, located in a shopping mall owned by Miroslav Miskovic, one of Serbia’s richest men. 

Europe’s second largest fashion retailer, H&M boast a worldwide presence of 2,629 stores and has been praised for democratizing luxury styles with low-priced collaborations with a series of designers including Karl Lagerfeld, Versace and, most recently Maison Martin Margiela. 

Serbia is having something of a fashion moment. Serbian-Australian model Andrej Pejic, noted for his androgynous style and looks, recently became the first man to star on the front cover of Elle Serbia, under the headline “Boy who shook the fashion world”.

The country has a developing fashion scene, aided by Belgrade Fashion Week (which takes place annually in late October and early November). As part of its candidature for membership of the European Union, Serbia joined the European Fashion Council in April last year. 

Other new markets set to debut H&M stores during 2013 are Chile, Estonia, Lithuania and Indonesia.