With ‘see now, buy now’ dominating fashion discourse for much of 2016, H&M has decided to follow in the footsteps of a handful of fashion houses. While the Swedish fashion giant is no stranger to Paris Fashion Week – H&M has shown its Studio line there for a number of years – this year will be a first, with H&M presenting an in-season ‘see now, buy now’ show. Designed in-house by H&M’s Sweden-based creative teams, the Studio SS17 women’s and men’s collection will debut on the runway on 1 March.
The collections will be able to be purchased in-store the very next day. Take a look at a sneak peek of a handful of pieces below.