Press release

Feminine strength and individuality at H&M Studio AW16

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.

3 Mar, 2016 09:30 CET

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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