For the first time, HM’s fashion show will align with the current season to bring their customers a collection straight off the runway. The HM Studio collection will be presented during Paris Fashion Week for the brand’s first-ever ‘see now, buy now’ show on March 1st.
It will be available to customers on hm.com immediately following the show and in select stores beginning March 2nd. The fashion show will include key womenswear looks, and for the first time, will also show a full menswear collection.
“Bringing fashion immediately from catwalk to checkout marks a new era for the fashion industry and we are very much looking forward to testing this exciting new format. We also want to share this moment with our customers and are therefore showing the fashion show live on our website. We hope they will enjoy it and find inspiration on how to mix the pieces to express their own personal style.”, says Pernilla Wohlfahrt, HM’s Head of Design and Creative Director.
Studio is the name of HM’s elevated seasonal collections, created by HM’s core design team featuring limited-edition pieces full of on trend key looks and statement pieces for the season. The first Studio collection launched back in Fall/Winter of 2013 with a show during Paris Fashion Week made to align with the runway calendars.
In 2017, HM now offers the HM Studio S/S’17 collection directly to their customers. For Spring/Summer 2017, traditional tailoring techniques meet with the functionality and high-tech elements of sportswear in a fresh and modern clash pulling inspiration from the grace, passion and strength of the ballet movement.