LATEST COLLECTION WITH A TEMPORARY EXHIBITION AT PARIS FASHION WEEK

H&M introduces the H&M Studio S/S24 collection during Paris Fashion Week with a temporary exhibition in an historic building near the Palais Garnier. Titled ‘La Maison’, the immersive space has been imagined as a sleek, sophisticated Parisian apartment comprising a showroom and an archive in an inventive custom-built setting. An exclusive launch party on February 26 inaugurated the space, with Ama Lou performing to an intimate crowd of fashion insiders while Honey Dijon played a DJ set at the after-party. Guests included Iris Law, Alexa Chung, Hari Nef , Jill Kortleve, Tina Kunakey and Caroline Daur.

Open to the public from February 27 until February 29, the ‘La Maison’ space in Paris has been designed to create visually arresting moments that enhance the cutting-edge aesthetic of H&M Studio. With an electric atmosphere infused with H&M’s iconic shade of red, the exhibition comprises a series of themed rooms with artistic installations that invite guests to explore H&M Studio collections past and present. Key pieces from the forthcoming S/S24 collection will be exhibited beside a Surrealist installation of a giant story book containing creative visual explorations of the collection. Meanwhile printed imagery of archive H&M Studio collections will also be available to view, alongside playful installations of H&M Studio’s iconic pillow bag.  A limited-edition version of the pillow bag in powder-blue will be available to purchase excusively at the exhibition.

“The opening party for the H&M Studio exhibition was  amazing!  The exhibition is an opportunity to present our upcoming S/S24 collection in an unexpected way during Paris Fashion Week ,”

says Ann-Sofie Johansson, H&M’s Creative Advisor and Head of Design Womenswear. 

The H&M Studio exhibition ‘La Maison’ is located at 51 Boulevard Haussmann, 75009 Paris, and is open to the public from February 27 until February 29. The H&M Studio S/S24 collection will launch globally in selected stores and on hm.com on March 12.

The H&M Studio exhibition has been created together with creative agency Ray Atelier.

ABOUT H&M STUDIO
H&M Studio is H&M’s most directional, fashion-forward offering. Launched in 2013 and developed by an in-house design team at the brand’s Stockholm atelier, the limited-edition collections are unveiled several times a year.