I LOVE PARIS: H&M is gearing up for another runway extravaganza during Paris Fashion Week.
For the second year running, the Swedish fast-fashion giant plans to unveil its fall collection on the sidelines of the ready-to-wear collections. Newly dubbed H&M Studio, the limited-edition line created by a dedicated in-house team, will be featured in a runway show on Feb. 26 to be streamed live at hm.com.
This story first appeared in the January 9, 2014 issue of WWD. Subscribe Today.
“It’s so exciting to show H&M Studio in Paris, and to present the season’s key trends and pieces in one collection. H&M Studio is about our love of fashion, at the heart of everything we do,” said Ann-Sofie Johansson, H&M’s creative head of design.
Celebrities including Ashley Olsen, Chloë Grace Moretz and Emma Roberts attended last year’s event, held in a megatent at the Musée Rodin. H&M declined to unveil the venue for this year’s show. Last fall, the retailer presented its spring lineup at its showroom in New York.