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 hm.com on March 12.
The H&M Studio exhibition has been created together with creative agency Ray Atelier.
ABOUT H&M STUDIO
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.