Swedish high-street retailer Hennes & Mauritz has launched a party marking the opening of their new store in Knightsbridge, London. The company offered free champagne and a 25% discount to all the visitors.

Lots of pop stars, supermodels and celebrities attended the party of the high street store’s launching.  

Supermodel Erin O'Connor looked stunning in a printed Dries Van Noten skirts teamed with a black Levis tee shirt and chunky wooden necklace, according to Femalefirst. Jasmine Guinness, TV presenter Donna Air, Iris Palmer, Natasha Law and another model Liberty Ross also were present at the event. Peaches Geldof, the daughter of Bob Geldof, arrived with her boyfriend hip DJ Teo Elder.

H&M has become one of the hottest stores on the high street market and the Swedish company is one of the biggest in Europe. Another store will be opened at Brookfield Square in Wisconsin. The company, which debuted in US five years ago is to launch the store in September.   

The 57-year-old Hennes & Mauritz chain operates 1,069 stores in 21 countries, offering clothing for men, women and children, as well as cosmetics. But this time the 11,000-square-foot store will feature only women's and teen clothing, said Lisa Sandberg, director of communications for H&M in the US, according to jsonline.com.