H&M Spreads Love During Paris Fashion Week

Elle reports that last Wednesday, H&M showed their spring 2017 Studio Collection, a see-now, buy-now line that was a first for the brand. “It feels kind of natural to do this because this is what we do when we have designer collaborations,” H&M’s Head of Design Ann-Sofie Johansson told me backstage ahead of the show. “We’ve been following what everyone is doing, of course, and we’ve done the more traditional way before this that’s really nice as well, but this is a way of getting a little closer to our customers I think,” Johansson said of why the brand decided to switch sale strategies. “We are there for them. And sometimes they’re a little impatient and it’s hard for them to wait half a year you know so this is a way of coming closer to our customers to give them hopefully what they want straight away.” Everything else you need to know about the collection, ahead.

While the strength, grace, and beauty of ballet dancers in Cuba served as inspiration for the brand, love was also a major talking point. “As a print on the clothing, yes, and also as a message,” said Johansson. “We think we need some love. You always need love, but maybe now more than ever. I think love is a good positive message to give to everyone. And just a reminder to think about your loves ones, the things you loved. Without love you can’t survive really.”

Gigi and Bella Hadid, Adwoa Aboah, Amber Valletta, Winnie Harlow, and others shimmied, danced, pointed to friends in the audience, and sang along to music as they walked down the runway. Mixed through out the palette of black and white clothing were pieces in olive green and shocking neon pink. The jolts of color broke up the otherwise muted show, driving home the positive vibes from the brand.

Read the entire original story here.

H&M SS17 Show Scenes

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