H&M Studio unveiled its spring/summer 2017 collection on the catwalk during Paris Fashion Week last night.
Inspired by ballet, love, grace and strength, the “see now, buy now” collection featured both womenswear and menswear for the first time.
Pernilla Wohlfahrt, H&M’s Head of Design and Creative Director, said,
“Bringing fashion immediately from catwalk to checkout marks a new era for the fashion industry and we value the direct communication we can have with customers through a ‘see now, buy now’ collection. Anything that brings us closer to our customers and makes fashion even more accessible is very positive.”
The collection featured a mash-up of tailoring and sportswear. Clean-cut wool garments were paired with knitted tops while feminine frills, ruffles and bright pink tones we’re contrasted with monochrome anoraks and reworked trekking sandals.
Watch the full runway show below and shop the collection in-store now at H&M locations worldwide.