H&M MAKES PARIS FASHION WEEK DEBUT WITH ITS AUTUMN 2013 SHOW

Ashley Olsen, Chloe Moretz and Emma Roberts were among the guests in Paris last night as H&M presented its first ever catwalk show during Fashion Week.

H&M‘s Autumn Collection 2013 was shown to an audience in a specially created space within the grounds of the Musée Rodin and also broadcast live on hm.com.

The catwalk show, which combined tailored shapes with delicate dresses, gave the audience the chance to see H&M’s fashion in line with the international fashion schedule. The collection will be available in around 200 stores worldwide, as well as online, from 5th September, 2013.

“I loved seeing our Autumn Collection on the catwalk at Paris Fashion Week. It brought to life the spirit of the clothes, and how you can mix together different styles to create your own personal look. 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.

“It is such an exciting step for H&M to show key pieces for autumn 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 most important fashion capitals in the world”, 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. Alongside cropped tails and a masculine overcoat are other versatile outerwear pieces, including a boho jacket, a double-breasted leather jacket and a wide-cut ceremonial jacket. Delicacy and a sense of faded grandeur is found in pieces such as an open-back sequined dress or an embellished and fringed shoulder piece. Knitwear is also key, with an intricate cable knit jumper.
H&M‘s first ever catwalk show at Paris Fashion Week was styled by George Cortina, and allowed H&M to present its major collection for the season in a whole new light on models including Cara Delevingne, Isabeli Fontana and Arizona Muse. The mood of the collection was reflected in the specially constructed venue in the garden of 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.