H&M “breaks the rules” and presents live from Paris, during the fashion week, the new Spring Summer ’17, “See now – buy now” collection. The collection that is inspired by the power of love, grace, strength and passion of ballet was available for shopping right after the catwalk.
An interactive pop-up shop was also set up for at the Paris show, while customers around the world could shop the collection online at hm.com at the same time. The collection will also be available in around 180 selected stores from today.
For the show, the vast, concrete expanse of the iconic Tennis Club de Paris was transformed into a warm, inviting space broadcasting messages of love and togetherness. Famous models appeared at the catwalk like Gigi and Bella Hadid, Adwoa Aboah, Amber Valletta, Jordan Barrett and Luis Borges. A balance between tailoring and sportswear was struck – clean-cut wool garments worn with fine knits, voluminous silk and translucent nylon, while ruffles and jolts of bright pink were set against monochrome anoraks and reworked trekking sandals.
Following the show, the over 800 guests in attendance – along with a global audience watching live at studio.hm.com and via VR on H&M’s YouTube channel – were all treated to an electrifying performance by the chart-topping singer/songwriter The Weeknd, who played hits such as Starboy, Can’t Feel My Face and I Feel It Coming.
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