For the first time, H&M will use it’s Paris Fashion Week show in March to bring a “see now, buy now” collection. Shoppers will no longer have to wait between previews and collections, as the range will be available immediately after the show.
The H&M Studio SS17 collection will be available to buy online and in stores the following day.
“Bringing fashion immediately from catwalk to checkout marks a new era for the fashion industry,” Pernilla Wohlfahrt, H&M’s design and creative director said in a statement. “We’re very much looking forward to testing this exciting new format.”
Along with H&M’s first shoppable runway, H&M Studio will also be releasing a full menswear range.
In the teaser pictures from the look book, we see organic cotton, silk jacquards and delicate fine knit, with drawstring details, ruched nylon, frills and flared sleeves. Accessories include hiking sandals with utility ankle straps, leather headbands and flat leather slip ons.
As to what to expect from the collection next month, H&M Studio have created a collection based on the “grace and romance of ballet dancing and the passions of sport”, where “femininity is mixed with the functionality and high-tech details of sportswear to create a fresh and modern clash”.
Check out a selection of lookbook from the upcoming collection in our gallery above.