Straight Off The Runway: H&M is set to debut ‘See Now Buy Now’ collection
updated the 18 April 2017 à 10:21For the very first time, H&M plans to bring high fashion immediately from runway to retail stores in under 48 hours.
From catwalk to checkout, H&M has taken an unprecedented step of bringing its customers a collection straight off the runway by closing the gap between the retail calendar and the runway calendar. Moreover, the fashion show will include not just womenswear, but also a menswear collection for the first time. This exciting new format marks a new era for the fashion industry, where you can get your hands on the new collection right after its debut on 1 March at Paris Fashion Week.
The H&M Studio Spring/Summer 2017 Collection is inspired by an amalgam of the grace and romance of ballet and the passion of sports. The femininity of frills and lace inserts is mixed with the functionality and high-tech details of sportswear to create a fresh and modern clash. Expect to see long-sleeved cotton blouses and woven silk jacquard tanks embellished with dreamy frills and lace inserts, paired with structured nylon dresses and black leather headbands – the limited-edition collection is most definitely full of trendy key looks and strong statement pieces for fashion lovers everywhere.
If you’re not going to be Paris Fashion Week to witness the reveal of this collection, fret not. H&M wants to share this moment with its customers and is screening the fashion show live on its website on 1 March.
The H&M Studio Spring/Summer 2017 collection will be available at the H&M Orchard Building from 2 March.
Winnie Tan
Photos: H&M
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