Press release


H&M introduces the H&M Studio S/S24 collection during Paris Fashion Week with a temporary exhibition in an historic building near the Palais Garnier. Titled ‘La Maison’, the immersive space has been imagined as a sleek, sophisticated Parisian apartment comprising a showroom and an archive in an inventive custom-built setting. An exclusive launch party on February 26 inaugurated the space, with Ama Lou performing to an intimate crowd of fashion insiders while Honey Dijon played a DJ set at the after-party. Guests included Iris Law, Alexa Chung, Hari Nef , Jill Kortleve, Tina Kunakey and Caroline Daur.

27 Feb, 2024 09:00 CET

Open to the public from February 27 until February 29, the ‘La Maison’ space in Paris has been designed to create visually arresting moments that enhance the cutting-edge aesthetic of H&M Studio. With an electric atmosphere infused with H&M’s iconic shade of red, the exhibition comprises a series of themed rooms with artistic installations that invite guests to explore H&M Studio collections past and present. Key pieces from the forthcoming S/S24 collection will be exhibited beside a Surrealist installation of a giant story book containing creative visual explorations of the collection. Meanwhile printed imagery of archive H&M Studio collections will also be available to view, alongside playful installations of H&M Studio’s iconic pillow bag.  A limited-edition version of the pillow bag in powder-blue will be available to purchase excusively at the exhibition. 

“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 ,”

says Ann-Sofie Johansson, H&M’s Creative Advisor and Head of Design Womenswear. 

The H&M Studio exhibition ‘La Maison’ is located at 51 Boulevard Haussmann, 75009 Paris, and is open to the public from February 27 until February 29. The H&M Studio S/S24 collection will launch globally in selected stores and on on March 12.  

The H&M Studio exhibition has been created together with creative agency Ray Atelier. 

H&M Studio is H&M’s most directional, fashion-forward offering. Launched in 2013 and developed by an in-house design team at the brand’s Stockholm atelier, the limited-edition collections are unveiled several times a year.  

For more information, including additional imagery and products, please source HM Studio S/S 24 campaign page.