H&M relaunched their seasonal collections under a new name yesterday during Paris Fashion Week. Now called H&M Studio, the Autmn/Winter 2014 collection was revealed as a fashion show held at the Grand Palais in front of 600 guests, including Miranda Kerr (the face of their new S/S 2014 campaign), Jessica Alba and Solange Knowles, models such as Andreea Diaconu, Joan Smalls, Izabel Goulart and Saskia.
“It’s so good to be at H&M Studio in Paris to see this limited edition collection. H&M is such a wonderful brand – it’s affordable, wearable, and very fashion forward”, says Miranda Kerr.
“I love H&M – it’s so exciting to be here, so much fun. The way I dress I mix things together, and I love to shop at H&M, I always find something new when I’m there”, says Jessica Alba.
The mood of the collection was dominated by a mix of feminine with masculine, with slip dresses and draped tops worn under men’s blazers, biker and aviator jackets. Fabrics included silk crepe, silk satin, fine cashmere and velvet. Fake fur coats added texture with detailing from sequin and stone embroidery.
“I loved the mix of feminine and masculine for autumn at H&M Studio. Slip dresses and draped tops are the new essentials, especially when worn with blazers or biker jackets. It’s about taking the Parisian spirit and bringing it to the H&M world,” says Ann-Sofie Johansson, Head of Design, New Development.
For the show, the historical Grand Palais was transformed into an abstract cityscape, with graphic architectural lines and billboards punctuating the space. At the head of the space was a stage, on which the upcoming French star HollySiz gave a live performance throughout the show.
H&M Studio will be available in around 250 stores worldwide (which will include Australia!), as well as online, from September 4, 2014.