H&M JOINS SEE NOW, BUY NOW MOVEMENT

In What's New, Industry News by Lauren Parker, Accessories Magazine

HM Studio women - Teaser Lookbook (14)

For the first time, H&M’s fashion show will align with the current season to bring customers a collection straight off the catwalk. The H&M Studio collection will be presented during Paris Fashion Week for the brand’s first-ever ‘see now, buy now’ show on March 1st.

The collection will launch on March 2nd for customers on hm.com immediately following the show and in select stores. 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, H&M’s Head of Design and Creative Director.

Studio is the name of H&M’s elevated seasonal collections, created by H&M’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.

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.

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