Good things come to those who wait? Not anymore. For the first time ever, H&M Studio will be available to shop right after the collection of menswear and womenswear is presented to the world at the brand’s annual runway show in Paris in March.
“Making the collection available for purchase immediately after the fashion show is something we’re really looking forward to offering our customers. We hope they will enjoy this collection as much as we do and find inspiration on how to mix the pieces to express their own personal style,” says creative advisor Ann-Sofie Johansson.
With H&M venturing into the see-now, buy-now business model, there will be less time to review the collection before it hits the racks. So this week, with the show just a month away, the brand has released a preview of sixteen looks that give a good idea of what we’ll see on the catwalk: a collection drawing reference from athleisure and romance, in a mostly black-and-white color palette.
“We’re intrigued by the idea of faded beauty and the change that Havana is going through, so the design team traveled there for inspiration. They were staying next door to a ballet studio and close to a boxing training center, and sports ended up being the main inspiration for the collection,” Ann-Sofie Johansson recalls.