Joan Smalls opened the show. Cara Delevingne, Arizona Muse, and Daphne Groeneveld soon followed. Ashley Olsen, Emma Roberts, and Chloe Grace Moretz were there in the front row. It was arguably the buzziest show kicking off Paris fashion week and it was all for H&M.
The Swedish high street mega brand put on its first ever runway show during Paris fashion week last night. As we've seen before with H&M designer collaboration parties--this is a brand that tends to go big or go home. Let's just say H&M went bigger than we've ever seen before.
A little bit about the setting first: H&M constructed an actual apartment in the gardens behind the Musée Rodin. (No they didn't move The Thinker... we think.) Guests were seated throughout the sprawling space in themed rooms: There was a Morroccan room, a little boys room (car sheets, toy trains), a library, a dining room (yes, guests sat at the table), etc. According to a release the environment was meant to recall the "elegance of '70s Paris."
Supermodels (seriously this was the most A-list casting we've seen all season) swanned through every room. When Delevingne waltzed through my room (I think it was meant to be the greenhouse?) she grabbed a rose from a vase and stuck it in her mouth. As for the clothes, well, it was the essentials you'll want for next fall with a bit of that '70s glamor the show was meant to evoke--wispy sequined dresses for evening and tougher black wool structured staples for day. George Cortina, who styled the show, paired almost every look with these badass over the knee gaitor boots and I found myself a) forgetting it was H&M occassionally and b) wanting a pair of those boots by the end of the show.
Afterwards, the entire space opened up for the after party, which was a bigger to-do than the show itself. Servers were dressed like French maids and holding trays of hors doeuvres. A dessert bar (!) offered up the yummiest chocolate sundaes. Music blared and strobe lights flashed. And if you went to have a cigarette (as most fashion industry types tend to do from time to time) you were taking drags against a backdrop of Rodin sculptures. It was the ultimate in high-low fashion--which is what H&M is all about.