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Month

May 2016

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    Kenzo x H&M

    October 21, 2016
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    The real feel of daydreaming at Untold

    August 12, 2016
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    Coolhunting at Untold

    August 11, 2016
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I always thought it takes a lot of courage to be weird. To dress in a particular way, whether it is too flashy, too expensive, too minimal or too normal. We are all weird in one way or another, but some of us aren’t afraid to show it. All these until I met COS.

COS is an old reliable friend, who possesses 80% of my wardrobe. I first met COS in his hometown, the place it grew up, London, on Regent Street. And then and there I saw one of the weirdest, but in the same time, the simplest and most comfortable show windows. White T-shirts with beige trousers, beige sneakers, a nude long dress paired with a medium bluemarine trench; nothing out of the ordinary at first sight, but the details of the fabrics, of the cuts, the lines, the volumes were the ones that really caught my attention. This contradiction of casual and weird made me enter the shop and fell in love with COS. Now I am obsessed with their white shirts, in all shapes and sizes, their magnificent voluminous jackets and dresses….with everything, to be honest!

COS used to be my guilty pleasure when travelling. The lover I had the chance to see only when I went abroad. Every city I visited, the first thing to check was if there was a COS shop. I am happy and not so happy to announce that COS has opened its first store in Bucharest, on 116 Calea Victoriei Street. The reasons why I am happy are logical, the reasons why I am unhappy are a bit selfish: I liked a bit the fact that I had something others didn’t have because it wasn’t so reachable, I liked the fact that COS was my travel lover and every COS piece came from another city and it kind of carried its vibes. I think I’ll have to learn to share my love affair…

COS in Romania

COS in Romania

COS in Romania

COS in Romania

COS in Romania

COS in Romania

COS in Romania

COS in Romania

SS16 COS | Saint Laurent boots | Nico Grigore Photo

 

Dear H&M,

Five years have passed since you first landed in Romania and beside a big Happy fantastic birthday, I want to thank you for:

  1. – the fact that since you came here, everybody started dressing nicer and cooler and also started being more aware of fashion and everything related to it.
  2. – your more than friendly prices that allowed me to feed my shopping mania, look good and still have something to eat.
  3. – your awesome campaigns that made me feel fashion even though I was buying a 10euro T-shirt seen in the ad.
  4. – your soft bras, which are the most sexual non-sexual, funny, hype, versatile and comfortable pieces of lingerie.
  5. – the all season sales; no matter the period, you always have something on sale, so that everybody can find their happiness.

Five years, five reasons to be thankful for. I wonder if you find it a coincidence that five years ago, a young Journalism graduate, dissapointed by the guild, found her salvation and then, her meaning in life, by starting working as a fashion PR for a Romanian designer? H&M, nothing in this life is by accident and by the time you were setting the grounds on a new market, I was setting my grounds on a new job, a new domain, a new life. You asked me in how many ways can I relate to this “five” factor and this got me thinking that five is all about me.

Numerology says five deals with travel, adventure, and motion. I hope you are all up to date with all my travels and the fact that I don’t know where my home is anymore. With a genuine interest in other people, those who resonate with the energy of Five take active roles in the community. Needless to say, all the geeks in this world unite because I’ll proudly represent you! Five people deal with challenges with cleverness and unorthodox solutions, have many projects and ideas going on at the same time and are sometimes in lack of time. Don’t want to brag or to complain, but this is SO true and not for nothing we are #hypewit.

Five is the number of the human being. The five senses (touch, smell, hear, see, taste). And where we would all be without them? The number five symbolizes meditation; religion; versatility.

Five is your age, H&M Romania! An age that brought together for the first time so many bloggers to create one of the biggest campaigns of this year.

Congratulations for your success, your vision, your friends and projects!

Yours truly,

Adriana Matei

#HMsuperbday #HMhappy5

Hypewit x HM

Hypewit x HM

Hypewit x HM

Hypewit x HM

H&M

Make up: Alexandru Abagiu

Hair: Sorin Stratulat

Styling: Roxana Voloseniuc x Domnica Margescu

 

 

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