H&M Shoppers Can Now Buy Right Off the Runway


One of the pitfalls of attending a fashion show is knowing that many of the looks presented will not available until a future date. Waiting months to have next season’s hottest look is tough, but H&M has found a way to bring their most fashion savvy customers exactly what they want, when they want.

H&M offers online purchases immediately after runway unveiling

During Paris Fashion Week, H&M will launch their first-ever ‘see now, buy now’ show on March 1st. It will be available to customers on hm.com immediately after the show and in select stores beginning March 2nd. The fashion show will include key womenswear looks, and for the first time, will also show a full menswear collection.

“Bringing fashion immediately from catwalk to checkout marks a new era for the fashion industry and we are very much looking forward to testing this exciting new format. We also want to share this moment with our customers and are therefore showing the fashion show live on our website. We hope they will enjoy it and find inspiration on how to mix the pieces to express their own personal style,” says Pernilla Wohlfahrt, H&M’s Head of Design and Creative Director.

Studio is the name of H&M’s elevated seasonal collections, created by H&M’s core design team featuring limited-edition pieces full of on trend key looks and statement pieces for the season. The first Studio collection launched back in Fall/Winter of 2013 with a show during Paris Fashion Week made to align with the runway calendars. In 2017, H&M continues to celebrate their love for democratic fashion, now offering the H&M Studio S/S’17 collection directly to their customers. For Spring/Summer 2017, traditional tailoring techniques meet with the functionality and high-tech elements of sportswear in a fresh and modern clash pulling inspiration from the grace, passion and strength of the ballet movement.


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