London Fashion Week has Topshop Unique and Paris Fashion Week has H&M Studio: this was the third year the Scandinavian super giant took to the schedule to show off its wares. And don’t underestimate it – it has plans to beam you up next season.
This show we were transported to planet H&M for its own interpretation of the lunar landings – the Grand Palais transformed into a space-age, sci-fi hub – with tinfoil-like pods sitting along the catwalk (out from which later, men appeared and the cocktail party began) and many Barbarella moments to be had.
“We wanted to turn it up a bit this time,” said H&M’s head of design Ann-Sofie Johansson after the show, which saw Caroline de Maigret start proceedings in a silver all-in-one, making her way down the catwalk. Which had us wondering what the clothes that followed would be like.
“Hard metallics, space shapes, interiors, quilting,” reeled off Johansson of her references, the space-ageness aspect turned down and translated into a functional-meets-sporty collection. Step forward a host of huge quilted bags and jackets; caps with every look; a moonboot-sneaker hybrid; lots of spangly sequins and silhouettes that riffed on the Sixties to Seventies.
“It’s been 50 years since the moon landing, the film Interstellar,” Johansson continued. “It’s about something glamorous and cool, effortless, quite practical – we’re from Sweden!”
She had a great model line-up to assist her fashion orbit: Kendall and Gigi and Edie, while Audrey Tautou and Mark Ronson looked on.
And why still Paris? “It’s still the ultimate fashion city,” she said. “It’s a great challenge and we love a challenge.”