H&M Studio presented its S/S 2018 “see now, buy now” collection during Paris Fashion Week yesterday (February 28) in Paris, France.
Inspired by the grace and intrinsic minimalism of Japan, the Musée des Arts Décoratifs was transformed into a modern vision of the archetypal Japanese interior complete with iconic tatami mats and statement-making ikebana compositions. Guests including Naomie Harris, Alexa Chung and Joan Smalls were first treated to a chic Japanese dinner before the runway show took place amid the maze of tables.
The H&M Studio collection featured clean silhouettes, a relaxed vibe and a striking abstract print inspired by the Japanese writing system. Workwear tailoring, free-flowing fabrics and statement knits also added to the sense of balance between minimalistic design, pure colors and movement.
The catwalk show championed a diverse cast including Adwoa Aboah, Amber Valletta , Grace Elisabeth and Edie Campbell. Immediately following the show, the dance group Strawhatz set the stage alight with a kinetic performance in front of the 200 guests in attendance.
“It was exciting to see our strong statement of print and color with clean lines inspired by Japanese design. Together with the authentic setting, tableware, decorations and other details, there was a quiet grace that really shone through, and we can’t wait to see how our customers around the world will be styling their favorite pieces,” said Pernilla Wohlfahrt, H&M’s Design Director.
H&M Studio is the key seasonal collection from H&M, with its own dedicated design team. Both the womenswear and menswear that appeared on the catwalk were released online directly after the show and will be available in stores around the world from today, March 1st.
Check out highlights + all the looks from H&M’s new collection by watching the video and going through the gallery below…