Ashley Olsen, Chloe Moretz and Emma Roberts were among the guests last night in Paris as H&M presented its first ever catwalk show during Fashion Week. H&M's Autumn 2013 Collection was unveiled to guests in a specially designed space within the grounds of the Musée Rodin, which was broadcast live at hm.com. The catwalk show combined tailored shapes with delicate dresses to create an edgy tomboy feel, and gave the audience the chance to see H&M’s new collection in tune with the international fashion schedule. The collection will be available in around 200 stores worldwide on September 5, 2013.
"I loved seeing our Autumn Collection on the catwalk at Paris Fashion Week. It brought to life the spirit of the clothes, and illustrated how you can mix together different styles to create your own personal look. Key pieces like the wool overcoat, the tails and the sequined dresses are going to give you real attitude this autumn," says Ann-Sofie Johansson, H&M's Head of Design.
"It is such an exciting step for H&M's Autumn Collection to be presented in Paris. The event was magical, staged in a chic environment full of atmosphere. It was great to see fashion that's accessible to everyone presented in one of the world’s most important fashion capitals," says Margareta van den Bosch, H&M's Creative Advisor.
Created by H&M's design team, the Autumn Collection is a playful mix of styles that combines dramatic silhouettes with more decorative pieces. In addition to cropped tails and a masculine overcoat, other versatile outerwear pieces such as a boho jacket, a double-breasted leather jacket and a wide-cut ceremonial jacket make their appearance. Delicacy and a sense of faded grandeur is found in pieces such as an open-backed sequin dress or an embellished and fringed shoulder piece, while knitwear is key, especially with an intricate cable knit sweater.
H&M's first-ever catwalk show at Paris Fashion Week was styled by George Cortina, where H&M presented its major collection for the season in a whole new light, on models such as Cara Delevingne, Isabeli Fontana and Arizona Muse. The mood of the collection was reflected in the specially constructed venue in the garden of the Musée Rodin, decorated like a dream apartment full of the party elegance of '70s Paris. After the catwalk show, guests celebrated with performances by the French artist Owlle, as well as 2 Many DJ's.
“I’m so excited to be here right now. I think that H&M doing this show during Paris Fashion Week puts H&M in a whole new light,” says Chloe Moretz.
“I loved the fashion show, and I love H&M. I wear it all the time, it’s so wearable and easy to mix. The show was so cool,” says Emma Roberts.
“It was such a good show. I felt like I was in the H&M house, and it was also my house. I had so much fun,” says Cara Delevingne.
Published on Mar 08, 2013