Live from Paris: H&M Studio SS17
See the H&M Studio show live right here on hm.com – and shop the collection straight off the runway.
Good things come to those who wait? Not any more. For the first time ever, H&M Studio will be available to shop right after the collection of men’s and womenswear is presented to the world at the brand’s annual runway show in Paris on Wednesday, March 1.
“Making the collection available for purchase immediately after the fashion show is something we’re really looking forward to offering our customers. We hope they will enjoy this collection as much as we do and find inspiration on how to mix the pieces to express their own personal style,” says creative advisor Ann-Sofie Johansson.
With H&M venturing into the see-now, buy-now business model, there has been less time to review the collection before it hits the racks. We’ve been able to get some sneak peeks though – in January, H&M released sixteen looks that give a good idea of what we’ll see on the catwalk: a collection drawing reference from athleisure and romance, in a mostly black and white colour palette.
“The [ladies] collection is a mix of feminine and masculine, with ruffles and romantic whites, as well as athletic and functional pieces with drawstrings and crinkled nylon,” says Ann-Sofie Johansson.
“We wanted to explore contradictions when creating the collection. The contradictions between the formal and the sporty, and the timeless and the contemporary. We’ve deconstructed classic items like the trench coat, the blazer and the bomber jacket, and re-worked them in less ordinary shapes and materials,” says H&M’s head of menswear design Andreas Löwenstam.
These first looks don’t convey the conventional idea of Caribbean vibes, which makes it hard to believe that the inspiration for the spring and summer collection emerged in Havana, Cuba.
“We’re intrigued by the idea of faded beauty and the change that Havana is going through, so the design team travelled there for inspiration. They were staying next door to a ballet studio and close to a boxing training centre, and sports ended up being the main inspiration for the collection,” Ann-Sofie Johansson recalls.
So instead of flowing dresses, bright colours and vivid prints, you should expect to see ballerina necklines, romantic ruffles and slip-on shoes in the women’s range, and transparent nylons, headbands and deconstructed classics on the men’s side.
The H&M Studio collection will be presented at Paris Fashion Week on 1 March. You can stream the show live on HM.com 9.30PM Paris time and shop the items online right after the event, 10PM Paris time. The full range will be available for purchase in selected stores the following day.