The latest H&M Studio Collection is making its debut during Paris Fashion Week, accompanied by an immersive pop-up shop experience set in the vibrant Marais district. This creative space has been brought to life in collaboration with the esteemed design agency, Crosby Studios. The pop-up officially welcomed visitors on September 26th and will continue to enchant fashion enthusiasts at Galerie du Temple in Paris (138 Rue du Temple) until 30 September.
The global launch of the Studio Collection is scheduled for 28 September and South African fashionistas will be able to shop the collection on Superbalist exclusively.
Ann-Sofie Johansson, Head of Design Womenswear and Creative Advisor at H&M, shares her excitement about this season, saying: “This season marks an exciting new era for H&M Studio, evolving its status as [the brand’s] most directional fashion collection. The Paris pop-up is a great opportunity to present our new collection, full of thrilling pieces that push the envelope and to look back at our best-loved designs from ten years of H&M Studio collections, ripe for rediscovery in the archive room.”
The H&M Studio pop-up experience is a ‘living exhibition’ where the new collection takes center stage. It features a striking red art installation, an archive room displaying ten years of H&M Studio collections in pull-out boxes, as well as a café. An exclusive launch soirée, held during Paris Fashion Week on September 25th, celebrated the unveiling of this space. The event was co-hosted by H&M’s creative advisor Ann-Sofie Johansson and H&M Studio concept designer Linda Wikell. It drew the attendance of fashion media and influencers, including the likes of the South African model, Summer Thompson.
Harry Nuriev, the Founder and Creative Director at Crosby Studios in New York and Paris says they have designed a space that pays tribute to red – the bold colour of the iconic H&M logo. “A futuristic tiny capsule room within the space creates an experience within an experience, with the intention that the capsule travels all over the world. Offset with metallic details and tear-drop printed carpets referencing the print from the collection, the effect is bold and uncompromising, showcasing the collection in compelling style.”
This pop-up experience marks the beginning of an exciting new chapter for H&M Studio. In 2023, after ten years of pioneering fashion collections, H&M Studio will expand its scope as H&M’s most forward-thinking fashion proposition. It will encompass a creative framework that includes multiple H&M Studio collections annually, with several releases per season. This evolution will also incorporate insights from H&M Innovation Stories, a series of themed collections spotlighting innovative processes and materials.