H&M Studio Unveils Its Newest Collection Through a Temporary Showcase at Paris Fashion Week

H&M Studio revealed its latest Spring/Summer 2024 collection during Paris Fashion Week, showcasing it in a temporary exhibition within a historic building near the Palais Garnier. Named ‘La Maison,’ this immersive space replicates a chic Parisian apartment, featuring a showroom and an archive in a uniquely crafted setting. The exclusive launch event on February 26 was marked by a performance from Ama Lou and a DJ set by Honey Dijon at the after-party, attended by fashion luminaries such as Iris Law, Alexa Chung, Hari Nef, Jill Kortleve, Tina Kunakey, and Caroline Daur.

Open to the public from February 27 to February 29, the ‘La Maison’ space aims to provide a visually captivating experience that complements the avant-garde aesthetic of H&M Studio. The exhibition comprises themed rooms with artistic installations showcasing H&M Studio collections from past and present. Notably, the forthcoming S/S24 collection is highlighted alongside a Surrealist installation featuring a giant storybook with creative visual explorations of the collection. Archive H&M Studio collections, printed imagery, and playful installations of the iconic pillow bag are also on display. Additionally, a limited-edition powder-blue version of the pillow bag is exclusively available for purchase at the exhibition.

Ann-Sofie Johansson, H&M’s Creative Advisor and Head of Design Womenswear, expressed excitement about the exhibition, stating, “The opening party for the H&M Studio exhibition was amazing! The exhibition is an opportunity to present our upcoming S/S24 collection in an unexpected way during Paris Fashion Week.”

The H&M Studio exhibition ‘La Maison’ is situated at 51 Boulevard Haussmann, 75009 Paris, and is open to the public from February 27 to February 29. The global launch of the H&M Studio S/S24 collection is set for March 12, available in selected stores and on hm.com. The creative agency Ray Atelier collaborated in the creation of the H&M Studio exhibition.

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