After a lot of construction to complete the building, H&M are ready to open in Shibuya. The location is near Yamada Denki, LABI and just opposite Tokyu Honten Bunkamura.
Up until now, Shibuya hasn’t really had a lot of big name brand stores. Part of the charm of Shibuya has been its ability to create its own fashion brand from the young people that hang out there.
The main branding up until now has been through Tokyu with their 109 name, which wasn’t really one line of clothing, but more a statement of young, hip and cool.
Just as H&M get set on changing the brand image of Shibuya, Uniqlo are also looking to open a store. They have had a few station kiosk stores before but this is the first major store they will open in Shibuya.
Adidas opened a store a while ago as well. It may only be a matter of time before we see more brand shops popping up in Shibuya and the street culture start to change.
It would seem odd to walk down Center-gai and see Chanel, Hermes and other high end fashion brand shops, but there definitely seems to be a fashion change occurring right now.