Tina Knowles Joins Grandson Julez Smith at H&M Retailer Opening

H&M is now open within the 90210.

The retail large opened a 5,000-sq. ft. idea retailer at 370 North Beverly Drive on Thursday, drafting L.A. marketing campaign stars Julez Smith and Delilah Belle Hamlin so as to add some star energy whereas the previous welcomed his well-known grandmother, Tina Knowles, for the festivities. The trio teamed as much as reduce the ribbon whereas throngs of H&M followers lined the sidewalk ready to be among the many first to take a look at elevated womenswear, particular collections and a pre-loved part curated with L.A. classic hotspot Wasteland.

“With this new idea retailer in Beverly Hills, we’ve created greater than a vacation spot, we’ve created an expertise,” mentioned H&M’s chief inventive officer Jörgen Andersson. “With a curated assortment and elevated inside options, and introducing our pre-loved idea, the shop is an area the place style is playful, private and linked to the tradition.”

Whereas VIPs, press and insiders perused the wares, The Hollywood Reporter caught up with Smith to speak H&M, his pink sizzling modeling profession (he’s walked for Versace, Jil Sander and Luar) and a brand new clothes line on the horizon for 2026.

Why did you say sure to internet hosting in the present day?

H&M has been a historic model with an actual legacy. They’re getting in the proper route with the garments they’re making now, and their model is tremendous my swag. I simply type of picked it up and I’m blissful to be right here.

The opening is a lift for Los Angeles retail. What’s your L.A. procuring life like?

I’m going to maintain it 100: I don’t essentially store anymore. I strive to not store, no less than. However L.A. has a variety of historical past for me. I used to be born out right here so it’s a part of my roots. L.A. style is extra slick, calm, clear reduce. I believe H&M goes to proceed to deliver that.

Why don’t you store anymore?

I’m gifted a variety of stuff however I’m additionally within the course of of creating my very own garments so I’ve been centered on that and making an attempt to put on what I make. That will probably be coming quickly. We’re within the strategy of ending samples and getting all of that so as, so hopefully by subsequent yr we’ll be able to go.

This H&M location has a pre-loved classic part. Do you gravitate towards classic?

Wanting on the matches and trims of the ‘80s, ‘90s, early 2000s even going way back to the ‘50s is the dopest factor you could possibly do. It’s historical past, and carrying it helps make it trendy, extra contemporary, extra fly. I hope it by no means stops.

Along with modeling and a brand new clothes line, what else is on the Julez Smith profession plan? Any appearing in your future?

I simply turned 21 and now that I’m getting just a little bit older, I really feel like my life has actually simply began. However for positive, I’ve wished a clothes model since I used to be 13. I just like the inventive course of. It’s really my pal and I and he’s serving to me work on it, so we’re simply actually free styling and beginning it up. Appearing is one thing that I’ll most likely get into just a little bit later. It’s not closed off.

I bear in mind seeing your Instagram put up about strolling within the Luar present. You had such gratitude for that have and to see your modeling profession explode after that has been actually cool. What have the final nearly two years been like for you?

It’s been surreal. I imply, it’s undoubtedly been an enormous distinction from enjoying basketball in highschool. I’m simply making an attempt to take all of it in realizing that God has blessed me with sure strikes by getting me in rooms and simply with all of the exercise in my life. I’m following my goal and retaining it going.

Do you will have a favourite style present that you just’ve carried out?

I’m going to at all times say the Jil Sander present. It was fully out the field for me. I didn’t have any facial hair, so it simply was fully totally different. I’ll additionally for positive say the H&M marketing campaign, too, seems to be sensible. I additionally did a marketing campaign for Moose Knuckles — that was cool.

With the work and the clothes line, who’s the primary particular person you flip to for recommendation?

I imply, my mother is my head of snake. I even have a very good group of mates and we’re capable of speak in confidence to one another. However actually, everybody in my household is nice. The lads in my household pay attention and talk very properly. I lean on the people who I like and belief. My agent proper right here, we hassle him all day.

Who’s getting the primary samples of the road?

Man, that’s a terrific query. Most likely nobody that’s associated to me. Most likely some supermodel out in Paris. We’re making an attempt to make it proper. It’s no Instagram model. It’s excessive finish, no B.S. We’re going for style, we’re going for actual garments.