Photography: Imaxtree

H&M Studio Hits Paris Fashion Week

Gone baby gone.

France might be in the midst of a “Siberian freeze,” but warmer temperatures were top of mind for H&M. The Swedish retailer unveiled its designer H&M Studio on the runway, or should we say on the tatami, at the Musee arts decoratifs as part of Paris Fashion Week 2018.  H&M is one of many major fashion brands adapting to See Now Buy Now and succeeding. This season, the design team turned to Japan for its clean minimalism.

“The Musée des Arts Décoratifs is such a beautiful, iconic venue,” said Pernilla Wohlfahrt, H&M’s Design Director. The MAD will host a major art exhibition on Japan later this year.

With that theme in mind, attendees were asked to remove their shoes. Gasp! Remember this is fashion crowd. And after putting on traditional tabi socks, lead into the main event space where tatami floors had been installed and low tables were arranged with a sunken floor for their legs to dangle. Enormous paper lanterns hung from the ceiling and a Japanese bento complete with sake and H&M mongrammed chopsticks were put at every place setting.

The Bureau Betak organized the event  which was ambitious by any fashion standards well  before models like Amber Valletta, Edie Campbell and Adwoa Aboah walked on tatami to the strains of “Big in Japan,” and a show stopping rainfall of paper cherry blossoms.

The women’s wear collection features vibrant colours and head-to-toe prints, perfect for a getaway trip or relaxed day-to-night look plus a distinctive colourful pattern that resembled the strokes of Japanese calligraphy. Every H&M Studio is on sale now,  get them, if you can.

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