H&M Renames Seasonal Collection H&M Studio
H&M Studio, the new name for H&M's seasonal collection of key pieces, presented its autumn 2014 catwalk show during Paris fashion week. Held at the Grand Palais in front of 600 guests, including Miranda Kerr, Jessica Alba and Solange Knowles, models such as Andreea Diaconu, Joan Smalls, Izabel Goulart and Saskia De Brauw wore the look of the season: nonchalant attitude of the 21st century, mixing feminine with masculine styles. The collection will be available in around 250 stores worldwide, as well as online, from September 4, 2014.
The mood of the collection was dominated by a mix of feminine with masculine, with slip dresses and draped tops worn under men's blazers, biker and aviator jackets. Fabrics included silk crepe, silk satin, fine cashmere and velvet. Fake fur coats added texture with detailing from sequin and stone embroidery.
For the show, the historical Grand Palais was transformed into an abstract cityscape, with graphic architectural lines and billboards punctuating the space. At the head of the space was a stage, on which the upcoming French star HollySiz gave a live performance throughout the show.
Meanwhile the global audience at hm.com had exclusive access to the event with French fashion TV expert Mademoiselle Agnes. Before the show was live-streamed, Mademoiselle Agnes chatted live with celebrities and VIP guests, as well as taking the cameras backstage, giving the global audience a truly front row experience.
H&M Studio is the new name for H&M's key seasonal fashion collection. With its own dedicated design team, each season H&M Studio will offer a limited-edition collection of the hottest looks and statement pieces.
"I loved the mix of feminine and masculine for autumn at H&M Studio. Slip dresses and draped tops are the new essentials, especially when worn with blazers or biker jackets. It's about taking the Parisian spirit and bringing it to the H&M world," says Ann-Sofie Johansson, Head of Design, New Development.
"It's so good to be at H&M Studio in Paris to see this limited edition collection. H&M is such a wonderful brand - it's affordable, wearable, and very fashion forward", says Miranda Kerr.
"I love H&M - it's so exciting to be here, so much fun. The way I dress I mix things together, and I love to shop at H&M, I always find something new when I'm there", says Jessica Alba.