Lining up alongside all of high-end fashion’s big hitters: Lanvin, Saint Laurent, Givenchy, Chanel, Christian Dior and the rest, high street H&M made their debut on the PFW schedule yesterday. Operating on the “go big or go home” policy, they showed in a specially constructed venue in the garden of Musée Rodin, decorated like a design laden apartment full of the party elegance of ’70s Paris.
“Key pieces like the wool overcoat, the tails and the sequin dresses are going to give you real attitude this autumn,” says Ann-Sofie Johansson, H&M’s Head of Design.
Supermodels Cara Delevigne, Isabeli Fontana and Arizona Muse did the honours showing off the mix of boho glamour meets versatile tailoring. Pretty much something for everyone, as you’d expect from H&M. The catwalk show comes on the back of the announcement of the company’s new luxury line & Other Stories due to open here this spring with a flagship store on London’s Regent Street.
Watch out Topshop, H&M have an eye on the high street fashion crown.
Photography: Stéphane Fugier