This May the first international Hollister flagship and the world’s first ever Gilly Hicks flagship opened their doors on Regent Street and they made more than sure that their opening was one to remember…
Hollister and Gilly Hicks started celebrating their opening a week before the actual event by flying in male models, selected from their stores around the world, to Regent Street for one week only. The ‘hot lifeguards’ dressed in just a pair of red shorts got pulses racing in spite of the London drizzle, promising an event to remember the following Saturday.
On their official opening on 12 May 2012 Hollister and Gilly Hicks fans were encouraged to follow the ‘lifeguards’ on iconic red double-decker buses. As if the models’ topless display was not enough to encourage customers to attend the store opening, they also gave away Gilly Hicks underwear, throwing ‘down undies’ from the buses. Needless to say, the event was a twitter sensation and the store's opening was a huge success.
The Hollister brand prides itself on the exclusive in-store atmosphere it creates for its customers. Inspired by the laid-back Southern Californian lifestyle, Hollister fills its stores with upbeat tunes, a beach inspired fragrance and beautiful models. The look perfectly captures all-American cool; beach ready and uber casual.
Gilly Hicks epitomises the chilled-out lifestyle of Bondi Beach dwellers. Inspired by the easy-going atmosphere of Sydney, Australia, the Gilly Hicks brand is all about being free-spirited and comfortable in your own skin. Selling Push ‘Em Up Bras and ‘the cutest Down Undies’, Gilly Hicks is the go-to brand for fun underwear. Promoting natural beauty, the Gilly Hicks store models are always at hand to help.