H&M Unveils ‘See Now, Buy Now’ Collection in Paris

Gigi Hadid walks the runway at the H&M Studio show in Paris.

This week H&M Studio unveiled its latest runway show in Paris, a "see now, buy now" S/S 2017 collection inspired by the power of love, grace, strength and passion of ballet, featuring both womenswear and for the first time, menswear. Simultaneously, actress and model Emily Ratajkowski celebrated the launch with an exclusive shopping event in New York.

Guests such as Nicki Minaj, Alexa Chung, Lucky Blue Smith, Clémence Poésy and Sasha Lane were in attendance in Paris to support H&M for the unveiling of its first "see now, buy now" collection which took place at the iconic Tennis Club de Paris. The vast, concrete expanse was transformed into a warm and inviting space spreading messages of love and togetherness.

"Bringing fashion immediately from catwalk to checkout marks a new era for the fashion industry and we value the direct communication we can have with customers through a 'see now, buy now' collection. Anything that brings us closer to our customers and makes fashion even more accessible is very positive," says Pernilla Wohlfahrt, H&M's Head of Design and Creative Director.      

On the catwalk, which featured a stellar cast of models including Gigi and Bella Hadid, Adwoa Aboah, Amber Valletta, Jordan Barrett, Winnie Harlow and Luis Borges, a balance between tailoring and sportswear was struck – clean-cut wool garments worn with fine knits, voluminous silk and translucent nylon, while ruffles and jolts of bright pink were set against monochrome anoraks and reworked trekking sandals.

"With this collection we want to send a global message of love. There are a few pieces that carry the word again and again, kind of like a ticker tape and as a constant reminder of what is important. It feels like now, more than ever, we all need positive feelings and thoughts in our lives," says Pernilla Wohlfahrt.

Following the show, the over 800 guests in attendance – along with a global audience watching live at and via VR on H&M's YouTube channel – were all treated to an electrifying performance by the chart-topping singer/songwriter The Weeknd, who played hits such as Starboy, Can't Feel My Face and I Feel It Coming.

An interactive pop-up shop was set up for guests in attendance, while customers around the world could shop the collection online at immediately following the show. The collection will be available in around 180 select stores worldwide beginning today.  

Shortly following the show in Paris, actress and model Emily Ratajkowski celebrated the launch of the new collection alongside H&M customers at H&M's flagship 5th avenue store. Guests were some of the first to be able to shop the brand new collection straight off of the runway.

"I'm so happy to join H&M to celebrate the launch of their latest Studio collection. The show in Paris was so fun to watch on the live stream, and I'm really excited that I can buy my favorite pieces immediately," says, Emily Ratajkowski.

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