May 30, 2019 | By Louise Squire
Jan 27, 2017
By WGSN Insider
Fashion giant H&M is joining the ‘See Now, Buy Now’ brigade, launching its first shoppable runway show on March 1 during Paris Fashion Week.
The H&M Studio collection will be available to customers on hm.com immediately following the show and in select stores beginning March 2.
The show will include key womenswear looks, and for the first time, a full menswear collection.
“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 Pernilla Wohlfahrt, H&M’s head of Design and creative director.
“We also want to share this moment with our customers and are therefore showing the fashion show live on our website. We hope they will enjoy it and find inspiration on how to mix the pieces to express their personal style,” Wohlfahrt added.
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