H&M Studio Spring 2017 Collection

H&M is the Latest Brand to Join the See Now, Buy Now Club

While most of the editors, buyers and fashion fans who descend on Paris for fashion week at the end of February will be taking notes for 6 months down the road (we’ll be watching the fall 2017 presentations), H&M has decided to buck with French tradition and hop on the see now, buy now bandwagon. Immediately following the show, the H&M Studio pieces for spring 2017 will go up for sale on their website and drop into stores the next day.

“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”, said Pernilla Wohlfahrt, H&M’s Head of Design and Creative Director.

The collection was inspired by the grace, passion and strength of ballet and celebrates the fusion of traditional tailoring techniques and high-tech elements of sportswear. You can see the mix in outfits combining athletic looking shorts and delicate, transparent tops, or voluminous dresses with pretty exposed shoulder details.

See the teaser lookbook images here and set a reminder in your calendar for March 1st. It’ll be here before you know it.