Forget Hot Topic. It's all about the dark looks of H&M.
That's because H&M wants everyone to go to them for their edgy Girl With The Dragon Tattoo look.
We have to give it to them. This is an incredibly smart business move.
Seeing as how the movie will likely capture the hearts of young females everywhere, they're going to want to replicate Rooney Mara's look.
And lucky for them, they won't have to spend a fortune on it thanks to H&M.