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

H&M is now open in the 90210.

The retail giant opened a 5,000-sq. ft. concept store at 370 North Beverly Drive on Thursday, drafting L.A. campaign stars Julez Smith and Delilah Belle Hamlin to add some star power while the former welcomed his famous grandmother, Tina Knowles, for the festivities. The trio teamed up to cut the ribbon while throngs of H&M fans lined the sidewalk waiting to be among the first to check out elevated womenswear, special collections and a pre-loved section curated with L.A. vintage hotspot Wasteland.

“With this new concept store in Beverly Hills, we’ve created more than a destination, we’ve created an experience,” said H&M’s chief creative officer Jörgen Andersson. “With a curated assortment and elevated interior features, and introducing our pre-loved concept, the store is a space where fashion is playful, personal and connected to the culture.”

While VIPs, press and insiders perused the wares, The Hollywood Reporter caught up with Smith to talk H&M, his red hot modeling career (he’s walked for Versace, Jil Sander and Luar) and a new clothing line on the horizon for 2026.

Why did you say yes to hosting today?

H&M has been a historic brand with a real legacy. They’re going in the right direction with the clothes they’re making now, and their brand is super my swag. I just kind of picked it up and I’m happy to be here.

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

I’m going to keep it a hundred: I don’t necessarily shop anymore. I try not to shop, at least. But L.A. has a lot of history for me. I was born out here so it’s part of my roots. L.A. fashion is more slick, calm, clean cut. I think H&M is going to continue to bring that.

Why don’t you shop anymore?

I’m gifted a lot of stuff but I’m also in the process of making my own clothes so I’ve been focused on that and trying to wear what I make. That will be coming soon. We’re in the process of finishing samples and getting all of that in order, so hopefully by next year we’ll be ready to go.

This H&M location has a pre-loved vintage section. Do you gravitate toward vintage?

Looking at the fits and trims of the ‘80s, ‘90s, early 2000s even going as far back as the ‘50s is the dopest thing you could do. It’s history, and wearing it helps make it modern, more fresh, more fly. I hope it never stops.

In addition to modeling and a new clothing line, what else is on the Julez Smith career plan? Any acting in your future?

I just turned 21 and now that I’m getting a little bit older, I feel like my life has really just started. But for sure, I’ve wanted a clothing brand since I was 13. I like the creative process. It’s actually my friend and I and he’s helping me work on it, so we’re just really free styling and starting it up. Acting is something that I’ll probably get into a little bit later. It’s not closed off.

I remember seeing your Instagram post about walking in the Luar show. You had such gratitude for that experience and to see your modeling career explode after that has been really cool. What have the last almost two years been like for you?

It’s been surreal. I mean, it’s definitely been a huge difference from playing basketball in high school. I’m just trying to take it all in knowing that God has blessed me with certain moves by getting me in rooms and just with all the activity in my life. I’m following my purpose and keeping it going.

Do you have a favorite fashion show that you’ve done?

I’m going to always say the Jil Sander show. It was completely out the box for me. I didn’t have any facial hair, so it just was completely different. I’ll also for sure say the H&M campaign, too, looks wise. I also did a campaign for Moose Knuckles — that was cool.

With the work and the clothing line, who is the first person you turn to for advice?

I mean, my mom is my head of snake. I also have a good group of friends and we’re able to confide in each other. But really, everyone in my family is great. The men in my family listen and communicate very well. I lean on the people that I love and trust. My agent right here, we bother him all day.

Who is getting the first samples of the line?

Man, that’s a great question. Probably no one that’s related to me. Probably some supermodel out in Paris. We’re trying to make it right. It’s no Instagram brand. It’s high end, no B.S. We’re going for fashion, we’re going for real clothes.