Photo by H&M

Lately, Madonna’s face has been splashed all over Athens’s billboards, bus stops, metro trains, and even wrapping the free newspapers. A new album, a new movie, a tour, . . . ? No, H&M has come to Athens and Madonna is the designer of their new “M by Madonna” line.

Located in the heart of the city (Stadiou 49, +30-210-3249-302, open 9 am-9 pm M-F and 9 am-6 pm Sat), the new store has whipped Athenians into frenzy. It opened on March 29 and its first week had thousands of shoppers lining up down the block awaiting their chance to look trendy for less.

What’s more, H&M is introducing Greeks to the nearly revolutionary idea of a 30-day return policy. Ironically, only English-speaking Greeks can get good customer service at H&M, as the company has brought in its own team from Sweden to open the store! The cashiers, however, speak Greek.

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