Feminine strength and individuality at H&M Studio A/W16
Emma Roberts, Ciara and Kate Mara were among the guests at last night’s H&M Studio A/W16 show under the domed ceiling of the historic Bourse de Commerce in Paris, where the inspiration was strong women and the beauty of independent minds.
Models such as Amber Valletta, Jourdan Dunn, Freja Beha Erichsen, Ashley Graham, Soo Joo Park and Hari Nef appeared in looks that expressed a woman’s individuality, and the diversity of the female character. They walked a specially created runway that had the clarity and enchantment of a frozen lake, reflecting the influence of nature on the collection.
The focus was all on the clothes, which mixed powerful tailoring with Swedish heritage and handicraft. There was a fresh interest in a feminine silhouette created by the shoulders and waist, with added drama and posture from gaucho hats and cowboy boots.
“This collection is about the strength and beauty of women, and how we express that power through our style. I love the contrast of strong tailoring with handicraft touches of Swedish heritage and folklore,” says Ann-Sofie Johansson, H&M’s creative advisor.
Nicolas Godin of Air produced an original track “Mystery Lake” exclusively for the show, with a choir singing live at the venue to heighten the mood. 600 international editors and guests attended the show held during Paris Fashion Week, with a global audience watching live at studio.hm.com.
H&M Studio is the key seasonal collection from H&M, with its own dedicated design team. This limited-edition collection will be available in 200 stores, as well as online, from September 8.
For show images please visit hm.com/press. For film material, including B-roll material and celebrity quotes, go to https://19513.vidixplore.com/item/shared/81a1f32e-52ca-49bb-9052-fb005715c409#/. The show can be seen at https://youtu.be/KiPeOw1j6XM.
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For more information please contact:
Kristina Stenvinkel
Head of Communications
Phone: +46 8 796 39 08
Email: stenvinkel@hm.com
H&M Media Relations
Phone: +46 8 796 53 00
Email: mediarelations@hm.com
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 3,900 stores in 61 markets including franchise markets. In 2015, sales including VAT were SEK 210 billion and the number of employees is more than 148,000. For further information, visit hm.com.
