All hail the fashion deities: H&M has finally arrived in Miami! No, we’re not talking about the temporary pop-up shop that so teased us during the summer. We’re raving about the Magic City’s own flagship store, located within the old Lincoln Road Theater (don’t worry architecture buffs, the nameplate is still on the facade). The new H&M, which opened this past Thursday, resembles a swanky Miami Beach boutique: modern and luxurious with the right amount of kitsch (think lushly carpeted floors, gold trimmings  and  iron lawn flamingos). Best of all, you can enjoy 24,000 square feet of all the sartorial finds you can dream of for both ladies and gents.

So if you’re in the market for an entirely new wardrobe, or just oozing with excitement for Miami’s latest retailing gem, we suggest you head over to SoBe asap. Sweden’s fashionable doors are now open and you don’t want to miss out.

words_ashley brozic. photo_courtesy of tara, ink.