Press release

Strong minimalism at H&M studio S/S 2018 for Paris fashion week

On February 28, H&M presented its H&M Studio S/S 2018 collection in a “see now, buy now” format during Paris fashion week. The collection is inspired by the urban grace and intrinsic minimalism of Japan. For the event, the Musée des Arts Décoratifs was transformed into a modern vision of the archetypal Japanese interior complete with iconic tatami mats and statement-making ikebana compositions. Guests including Naomie Harris, Alexa Chung and Joan Smalls were first treated to a chic Japanese dinner before the runway show took place amid the maze of tables.

1 Mar, 2018 09:00 CET

The H&M Studio collection featured clean silhouettes, a relaxed vibe and a striking abstract print inspired by the Japanese writing system. Workwear tailoring, free-flowing fabrics and statement knits also added to the sense of balance between minimalistic design, pure colours and movement. The catwalk show championed a diverse cast including Adwoa Aboah, Amber Valletta, Grace Elisabeth and Edie Campbell. Immediately following the show, the dance group Strawhatz set the stage alight with a kinetic performance in front of the 200 guests in attendance.

“It was exciting to see our strong statement of print and colour with clean lines inspired by Japanese design. Together with the authentic setting, tableware, decorations and other details, there was a quiet grace that really shone through, and we can’t wait to see how our customers around the world will be styling their favourite pieces"

                                                                                  Pernilla Wohlfahrt, H&M’s Design Director


H&M Studio is the key seasonal collection from H&M, with its own dedicated design team. Both the womenswear and menswear that appeared on the catwalk were released online directly after the show and will be available in stores around the world from today, March 1.

The beauty look for the show was created by the make-up artist Isamaya Ffrench using products from H&M Beauty. To complement the collection, the beauty look was clean, fresh and minimalistic, with a pop of colour on the eyes. The make-up had a simple, effortless look, reflecting the wearability of the collection.

For event images, please visit H&M event gallery
For still life and look book images, please visit H&M image gallery.

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