H&M is to align its fashion show with the current season for the launch of the latest H&M Studio collection, which will debut during Paris Fashion Week on 1 March.
The Swedish fast fashion giant will showcase a womenswear collection alongside a menswear collection for the first time, available to customers online from 1 March and from select stores from 2 March.
The Studio collection was introduced for autumn 13 to offer limited-edition, statement and directional pieces. For spring 17, the range combines traditional tailoring techniques and high tech sportswear, taking particular inspiration from ballet.
“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,” said H&M’s head of design and creative director Pernilla Wohlfahrt.
“We also want to share this moment with our customers and are therefore showing the fashion show live on our website.”