The Abercrombie & Fitch store in Central's Pedder Building opens at 11am tomorrow and CitySeen went inside for a sneak preview yesterday.
The dimly lit, four-storey shop is scented with the brand's Fierce cologne.
The collection in stock is a mix of summer wear and garments for colder weather. Huge photos of its hunky male models, shot by photographer Bruce Weber, adorn the walls.
The bare-chested lads groove to the music and greet guests with wide smiles. As in other stores worldwide, shoppers can have Polaroid photos taken with the models.
More than 100 hunks will be at the shop for the big opening.
While most of the female sales staff were recruited locally over the past six months, only a few of the blokes are based in Hong Kong. The rest have been flown in from all over the world.
Rumour has it that scouts for the American casual wear brand will be pounding the pavement looking for local models to recruit.
For the past week, the A&F boys have been taking to the streets, clubs and public transport to promote the store's opening.
If you haven't seen enough of their sculpted bodies, line up at the store early tomorrow for a chance to win a photo book.
The hoopla is likely to be repeated on the mainland soon, as A&F has just announced it intends to open a store in Shanghai.