Forget Jimmy Choo for H&M, the people behind Hennes and Mauritz are heralding the upcoming Sonia Rykiel for H&M as the event of the year. On December 1, 2009, Paris’ Grand Palais will be transformed into a “fantasy Paris” says the event producer Etienne Russo as he talks us through the set model in the video.
It seems like Sonia Rykiel wants you to be Alice in Wonderland and step into a rabbit hole and pop out into her fantasy world where trees are made out of big balloons, 2.5 metre high rabbits roam and 25 metres of wire will make a 25 – 30 metre replica of the Effiel Tower. Part of the set will include a pop-up shop where Sonia Rykiel for H&M lingerie will be available for purchase 4 days before the official on sale date with proceeds going to Unicef.
The event will be streamed live online at hm.com/soniarykiel on Tuesday December 1, 23:00 CET (GMT/UMT = 22:00, EST = 17:00, AEST = Dec 2 9:00,).
The first Sonia Rykiel for H&M collection for women and girls hits 1,500 H&M stores on December 5, 2009.