H&M shortens the wait between the fashion show and the in store launch and will put the items on sale straight after the show. The H&M Studio collection will be unveiled on March 1st 2017 during the fashion week in Paris inaugurating the concept "see now buy now" for the first time. Customers will now have the opportunity to immediately buy the collection on hm.com and from March 2nd at selected stores. For the first time also both men's and women's will be shown together in the same show.
" To bring fashion straight off the catwalk to the store it is a brand new concept in the fashion industry and we are excited to try this new system. The fashion show will be broadcast live on our website and shared with our customers to give them inspiration to express their personal style"
explainsPernilla Wohlfahrt, Head of Design and Creative Director at H&M.
The H&M Studio capsule collections are limited edition full of key look and accessories for the new season. For spring / summer 2017, the traditional sewing techniques meet the functionality and high-tech elements of sportswear for a new fresh and modern combination which is inspired by grace, passion and the strength of the ballet.