H&M Debuts ‘See Now, Buy Now’ with Studio S/S 2017

The brand’s first shoppable runway show to launch during Paris
Fashion Week

NEW YORK–(BUSINESS WIRE)–#HMFor the first time, H&M’s fashion show will align with the current
season to bring their customers a collection straight off the runway.
The H&M Studio collection will be presented during Paris Fashion Week
for the brand’s first-ever ‘see now, buy now’ show on March 1
It will be available to customers on hm.com immediately following the
show and in select stores beginning March 2
The fashion show will include key womenswear looks, and for the first
time, will also show 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. 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 own personal style,” says Pernilla
Wohlfahrt, H&M’s Head of Design and Creative Director.

Studio is the name of H&M’s elevated seasonal collections, created by
H&M’s core design team featuring limited-edition pieces full of on trend
key looks and statement pieces for the season. The first Studio
collection launched back in Fall/Winter of 2013 with a show during Paris
Fashion Week made to align with the runway calendars. In 2017, H&M
continues to celebrate their love for democratic fashion, now offering
the H&M Studio S/S’17 collection directly to their customers. For
Spring/Summer 2017, traditional tailoring techniques meet with the
functionality and high-tech elements of sportswear in a fresh and modern
clash pulling inspiration from the grace, passion and strength of the
ballet movement.

For H&M Studio S/S’17 Ladies teaser lookbook images click here
H&M Studio S/S’17 Men’s teaser lookbook images click here

H & M Hennes & Mauritz AB (publ) was founded in Sweden in 1947 and is
quoted on Nasdaq Stockholm. H&M’s business idea is to offer fashion and
quality at the best price in a sustainable way. In addition to H&M, the
group includes the brands & Other Stories, Cheap Monday, COS, Monki and
Weekday as well as H&M Home. The H&M group has more than 4,300 stores in
64 markets including franchise markets. In 2016, sales including VAT
were SEK approximately 223 billion. The number of employees amounts to
more than 148,000. For further information, visit hm.com.


Marybeth Schmitt, 646-336-3200
Wilmot Communications
Gina Folin, 212-206-7447