In September 2013 the first H&M store opened its doors in Tallinn, Estonia. Young people grown up in the independent Estonia start gathering behind the store door already the previous night since they find queueing something exciting and romantic. At the same time, the oldest resident of Palumõisa village - Hilda Veski - walks to the grocery bus stop on the other side of Estonia. While following young girl Milena who lives in Tallinn and is waiting for the opening of the big clothing store as well as the old woman living in the countryside and taking care of her hen, the documentary refers to the problems in today's Estonia: the conflict of social economy between the city and the rural areas
sotsiaalmajanduslikule lõhele linna ja maa, vananeva rahvastiku ja kosmopoliitseid tarbijaväärtusi kandva noore põlvkonna vahel.
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