H&M to present first 'see-now, buy-now' collection at Paris FW

By

Obi Anyanwu

Published
Jan 26, 2017

H&M is the latest company to align its fashion show with the current season. A rather late entry to the ‘see-now-buy-now’ fray, H&M will present its H&M Studio collection at Paris Fashion Week on March 1, and the collection will hit stores beginning March 2.

 
The Swedish company’s latest H&M Studio collection features traditional tailoring techniques, and high-tech elements of sportswear and functionality. The runway show will include key womenswear looks and a men’s collection, the first time for the brand.
 
H&M Studio, the company’s elevated seasonal line, first launched in 2013 and presented at Paris Fashion Week.

“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,” says Pernilla Wohlfahrt, H&M’s Head of Design and Creative Director. “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.”
 
Many designers and brands have shifted their runway shows to fit with retail product launches. Burberry was one of the first companies to adopt the see-now-buy-now concept, as well as Ralph Lauren, Tom Ford, Tommy Hilfiger, Michael Kors Rebecca Minkoff, Alice + Olivia, and recently Mansur Gavriel that announced the change this week.