H&M Studio’s new collection is inspired by Japanese design

Words by Nicole La Ruffa

Images via H&M

H&M Studio is returning to Paris Fashion Week.

In 2017, we saw H&M Studio’s love-inspired, ‘see now, buy now’ runway show, featuring a performance from The Weeknd and a star-studded model lineup.

This time ’round, H&M Studio will showcase its SS18 menswear and womenswear collections in the iconic Musée des Arts Décoratifs on rue de Rivoli.

The collection centres around Japan’s minimalist design aesthetic, presenting clean silhouettes and an overall relaxed vibe. Arriving in a palette of mostly black and white, the womenswear designs come in the form of full-length dresses, tunics, trousers and statement knits. The menswear elevates classic pieces, such as the tailored jacket, shirt and a crew neck jumper, with playful silhouettes.

As an added bonus, H&M has also announced its sponsorship of a major art exhibition opening later this year at the Musée des Arts Décoratifs. The exhibition will celebrate 150 years of cultural exchange between France and Japan, exploring Japan’s influence in Western culture. Speaking of the event, H&M’s Design Director Pernilla Wohlfahrt explains: “The Musée des Arts Décoratifs is such a beautiful, iconic venue and it’s wonderful timing that we have the opportunity to show H&M Studio in a place that will later host a major art exhibition of Japan, which greatly influenced our S/S 2018 collection. We’re also very happy to be sponsoring the exhibition, which no doubt will delve into the beauty and design sensibility of Japan.”

The collection will be available to buy online from February 28, and in selected stores from March 1.


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