H&M celebrates U.S. online shopping site with pop-up and blogging contest

New York -- H&M has launched online shopping in the United States, effective Aug. 1. In addition to offering the same merchandise as in-store and some exclusive “online only” items, the site marks the debut of the H&M Home collection, available exclusively online.

To celebrate the launch, H&M will open a pop-up shop on Aug. 22 in the heart of New York City's Meatpacking District to give customers a glimpse into the world of H&M e-commerce. The pop-up shop will feature H&M’s Paris Show Collection, a Try-On Lab, and a virtual check-out system where customers can make purchases via iPads.

The fast-fashion retailer is also partnering with top bloggers across the nation, one representing each state through a user-generated contest titled, “50 States of Fashion.” The bloggers will ask their readers to tag their personally curated looks from their hm.com purchase on Instagram, enlisting themselves into the search for America's top H&M look.