H&M Studio AW16 show draws big names, celebrates femininity
H&M Studio, the key seasonal collection from H&M with an exclusive design team, showed its AW16 collection in Paris’ Bourse de Commerce, revealing femininity and independence for this season’s vision.
The collection focused on feminine strength and the beauty of independent minds. Emma Roberts, Kate Mara and Ciara were all in attendance, while models Amber Valletta, Jourdan Dunn, Freja Beha Erichsen, Ashley Graham, Soo Joo Park and Hari Nef walked the runway inspired by a frozen lake, giving nod to the role that nature played inspiring the collection.
The collection celebrated femininity as well as the brand’s Swedish heritage, with silhouettes of defined shoulders and waistlines. Independent spirit was conveyed with 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 created by pairing strong tailoring with handicraft touches drawn from Swedish heritage and folklore,” says Ann-Sofie Johansson, H&M’s Creative Advisor.
The show was viewed online by a global audience, as well as with 600 guests in attendance. Nicolas Godin of Air produced an original track “Mystery Lake” for the show and enhanced the audio with a live choir.
H&M Studio’s AW16 collection will be available in 200 stores and online this September.
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