H&M reveals the H&M Studio A/W24 collection during Paris Fashion Week with an exclusive pop-up in a glass-roofed gallery space in Paris’s Marais district. A high-energy launch party on September 23 kicked off with an intimate performance by English neo-soul singer Olivia Dean, welcoming bold fashion names including Yasmin Finney, Elsa Hosk, Amelia Dimoldenberg, Ziwe, Tina Kunakey, and guests from the Middle East such as Julia Hussein, Rania Fawaz and Oumayma Elboumeshouli to take in the space, followed by DJ sets by MELANIN, Kiddy Smile, and Andy 4000.
“Our H&M Studio parties always draw an influential crowd, and this season was no different – the positive energy was palpable. It’s so exciting to be back in Paris presenting our A/W24 collection in such a creative format, in such an artistic city,” says Ann-Sofie Johansson, H&M’s Creative Advisor and Head of Design Womenswear.
Open to the public on September 24 and September 25, the gallery space has been transformed on multiple floors to channel the directional aesthetic of H&M Studio. Blending futuristic metallic surfaces with glossy red walls, a nod to H&M’s iconic house shade, the pop-up space has been designed in collaboration with leading design studio Perron-Roettinger. The A/W24 collection will be available for exclusive preview purchasing before the collection goes on sale globally on September 26. Guests will be offered refreshments including macarons from Paris’s renowned tearoom Carette, as well as ice cream from Lebanese organic glacier Bachir.
In addition, a limited H&M Studio A/W24 denim look and pillow bag in gold leather have been created exclusively for the Paris pop-up. Limited to a numbered edition of 20, the denim top and jeans from the existing A/W24 collection have been reissued in a custom gold-lurex finish.
“H&M Studio’s A/W24 collection is infused with a subtle confidence, lending self-assurance to masculine tailoring and feminine dressing – and making it right at home in Paris. It’s a pleasure to return to the city and present our refined collection in such an inspiring atmosphere,” says Linda Wikell, designer H&M Studio.
The H&M Studio A/W24 pop-up is located at 116 Rue de Turenne, 75003 Paris, and is open to the public for two days, on September 24 and September 25, from 11.00 to 19.00. The H&M Studio A/W24 collection will launch globally in selected stores and on www.hm.ae on the 26th of September.