2nd of March will see the global in-store launch of H&M’s latest Studio Collection SS17. A first for the global retail chain, H&M will close the gap between its runway and its retail calendar by dropping, in stores worldwide, its Paris H&M Studio Collection showcase the day after it debuts. Unprecedented for the brand, this first-ever ‘see now buy now’ approach will yet again set the retailer ahead of its competition.
“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. 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”, says Pemilla Wohlfahrt, H&M’s Head of Design and Creative Director.
For men, the H&M Studio Collection re-tailors sportswear, elevating it to another level. All about precision and strength, traditions of menswear or reworked creating a fresh sense of fluidity, lightness and looseness; this movement in garment is juxtaposed against second skin sheer knits worn with new silhouette sweatpants.
"H&M Studio is about contradictions. It's the balance between tailored tradition and sporty modernity; colours and textures, and between masculinity and a new sensitivity," says Andreas Lowenstam, H&M's men's head of design.
For women, H&N Studio Collection takes on ballet, bring women across the globe romance and grace. Traditional techniques, volume and femininity are blended with practicality and luxe tech details of sportswear to create a fresh and modern clash.
“This is a collection about love, a positive message of hope and optimism. Knowledge of the past mixed with the energy of today creates a path to a new future,” says Pernilla Wohlfart, H&M’s design and creative director.
In South Africa, make sure you head on over to H&M Sandton for both the men’s and women’s collections. Guys, you can get the men’s Studio Collection at the V&A Waterfront. Collections available globally, 2nd of March 2017.