The catwalk show, which combined tailored shapes with delicate dresses to create a tomboy spirit, gave the audience the chance to see H&M’s fashion in line with the international fashion schedule. The collection will be available in around 200 stores worldwide, as well as online, from September 5, 2013.
"I loved seeing our Autumn Collection on the catwalk at Paris Fashion Week. It brought to life the spirit of the clothes, and how you can mix together different styles to create your own personal look. Key pieces like the wool overcoat, the tails and the sequin dresses are going to give you real attitude this autumn," says Ann-Sofie Johansson, H&M's Head of Design.
"It is such an exciting step for H&M to show key pieces for autumn in Paris. The event was magical, staged in a chic environment full of atmosphere. It was great to see fashion that's accessible to everyone presented in one of the most important fashion capitals in the world," says Margareta van den Bosch, H&M's Creative Advisor.
Created by H&M's design team, the Autumn Collection is a playful mix of styles that combines dramatic silhouettes with more decorative pieces. Alongside cropped tails and a masculine overcoat are other versatile outerwear pieces, such as a boho jacket, a double-breasted leather jacket or a wide-cut ceremonial jacket.
Delicacy and a sense of faded grandeur is found in pieces such as an open-backed sequin dress or an embellished and fringed shoulder piece, while knitwear is key, especially with an intricate cable knit sweater.
H&M's first ever catwalk show at Paris Fashion Week was styled by George Cortina, and allowed H&M to present its major collection for the season in a whole new light on models such as Cara Delevingne, Isabeli Fontana and Arizona Muse.
The mood of the collection was reflected in the specially constructed venue in the garden of Musée Rodin, decorated like a dream apartment full of the party elegance of '70s Paris. After the catwalk show, guests celebrated with performances by the French artist Owlle, as well as 2 Many DJ's.
“I’m so excited to be here right now. I think that H&M doing this show during Paris Fashion Week puts H&M in a whole new light,” says Chloe Moretz.
“I loved the fashion show, and I love H&M. I wear it all the time, it’s so wearable and easy to mix. The show was so cool,” says Emma Roberts.
“It was such a good show. I felt like I was in the H&M house, and it was also my house. I had so much fun,” says Cara Delevingne.
H & M was established in Sweden in 1947 and is synonymous with affordable as well as up-to-date and high quality fashion. H&M has a wide product range that is divided into a number of different concepts for women, men, teenagers and children.
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