Americans have become huge fans of fast-fashion retailer H&M, but are still eluded by e-commerce, which the Swedish company recently postponed until 2012. As a small consolation, Elle.com is offering a limited-time teaser to purchase a selection of fall items today at noon.
According to WWD, four looks will be up for grabs two days before the line hits stores on September 1. H&M spokesperson Nicole Christie told the daily that the online pop-up "will be a preview of what's to come in spring 2012, when we launch our e-commerce site."
Despite hardly any promotion by Elle or H&M, Christie also hinted at the possibility of the goods selling out online, with the reassurance that they'll be available the usual way, in stores, on Thursday. Whether the exercise is meant to simply build excitement for the 2012 launch, or introduce a new editorial format in e-commerce remains to be seen.