H&M Studio Presents Its Latest Spring Collection at Paris Fashion Week

H&M introduces the latest H&M Studio collection during Paris Fashion Week with a temporary exhibition in an historic building near the Palais Garnier. Titled ‘La Maison’, the immersive space has been imagined as a sleek, sophisticated Parisian apartment comprising a showroom and an archive in an inventive custom-built setting.

An exclusive launch party on 26 February inaugurated the space, with Ama Lou performing to an intimate crowd of fashion insiders including Iris Law, Alexa Chung, Hari Nef and Jill Kortleve, while Honey Dijon played a DJ set at the after-party.

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Open to the public from 27 February until 29 February, the ‘La Maison’ space in Paris has been designed to create visually arresting moments that enhance the cutting-edge aesthetic of H&M Studio. With an electric atmosphere infused with H&M’s iconic shade of red, the exhibition comprises a series of themed rooms with artistic installations that invite guests to explore H&M Studio collections past and present.

Key pieces from the forthcoming Studio collection will be exhibited beside a Surrealist installation of a giant story book containing creative visual explorations of the collection. Meanwhile printed imagery of archive H&M Studio collections will also be available to view, alongside playful installations of H&M Studio’s iconic pillow bag. A limited-edition version of the pillow bag in powder-blue will be available to purchase excusively at the exhibition.

“The opening party for the H&M Studio exhibition was amazing! The exhibition is an opportunity to present our upcoming collection in an unexpected way during Paris Fashion Week,” says Ann-Sofie Johansson, H&M’s Creative Advisor and Head of Design Womenswear.

Created together with creative agency Ray Atelier, the H&M Studio exhibition ‘La Maison’ is located at 51 Boulevard Haussmann, 75009 Paris, and is open to the public from 27 February until 29 February. The latest H&M Studio collection will launch globally on 12 March and will be available in South Africa exclusively from H&M Sandton City.