In a time when the world could definitely do with a few more smiles, H&M shared a timely sprinkle of happiness on the catwalk at Paris Fashion Week. The Sweden-originated brand showed their Spring 2017 Studio Collection, a see-now, buy-now line that was a first for the brand.
“It feels kind of natural to do this because this is what we do when we have designer collaborations,” H&M’s Head of Design Ann-Sofie Johansson said. Opening up on why the brand decided to switch sale strategies, she said, “We’ve been following what everyone is doing, of course, and we’ve done the more traditional way before this that’s really nice as well, but this is a way of getting a little closer to our customers, I think.”
“Sometimes they [our customers] are a little impatient and it’s hard for them to wait half a year, you know, so this is a way of coming closer to our customers to give them hopefully what they want straight away.”
Celebrity guests and influential names in fashion were front and centre, to get a firsthand look at the new love-themed collection, including Charlie XCX, Alexa Chung, Nicki Minaj, Clémence Poésy, and Sasha Lane.
Immediately after the show, The Weeknd was right on hand to entertain fashionable guests as they shopped the collection just shown to them. Hot pink rain slickers, hoop earrings with “amour” written across them, and a lacy bralette were reportedly among the top items purchased straight off the runway.