Yesterday H&M presented its H&M STUDIO S/S 2018 collection with a "see now, buy now" format during Paris fashion week. The collection takes inspiratio from the urban grace and intrinsic minimalism of Japan. For this occasion the Musée des Arts Décoratifs was turned ino a modern vision of the archetypal Japanese interior complete with iconic tatami mats and statement-making ikebana compositions. Guests including Naomi Harris, Alexa Chung and Joan Smalls were first treated to a chic Japanese dinner before the runway show.
Both the womenswear and menswear that appeared on the catwalk were released online directly after the show and will be available in stores around the world from today, March 1.
“It was exciting to see our strong statement of print and colour with clean lines inspired by Japanese design. Together with the authentic setting, tableware, decorations and other details, there was a quiet grace that really shone through, and we can’t wait to see how our customers around the world will be styling their favourite pieces"
Pernilla Wohlfahrt, H&M’s Design Director