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H&M Studio Is Going 'See Now, Buy Now' for Spring at Paris Fashion Week

The brand's forthcoming runway show will be instantly shoppable.
A look from H&M Studio's instantly shoppable spring 2017 collection. Photo: H&M

A look from H&M Studio's instantly shoppable spring 2017 collection. Photo: H&M

H&M Studio will return to its annual Paris Fashion Week runway slot on March 1, but big changes are afoot: For the first time, the fast fashion brand's answer to contemporary ready-to-wear will align itself with the "see now, buy now" calendar. On Thursday, the Swedish mega-retailer announced that it's set to debut an instantly shoppable spring 2017 collection when it rejoins the PFW calendar this season. The collection will be available to customers on immediately following the label's show, as well as in select stores beginning March 2.

In a release, H&M's Head of Design and Creative Director Pernilla Wohlfahrt noted that it will also livestream the runway on its website, to "share this moment" with H&M customers. "Bringing fashion immediately from catwalk to checkout marks a new era for the fashion industry and we are very much looking forward to testing this exciting new format," said Wohlfahrt.

H&M Studio is the latest brand — joining a stable that includes (but is not limited to) Tommy Hilfiger, Tom Ford, Ralph Lauren, Burberry, Opening Ceremony and Topshop — to opt out of the traditional show schedule in favor of an in-season model. And out of all of its "see now, buy now" contemporaries, H&M's move may make the most sense: Many of its shoppers are aligned with the retailer's fast fashion categories, anyway, and are likely hankering to continue those same shopping patterns as it extends to the Studio line. 

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We'll see how it all turns out in March, but in the meantime, click through the gallery below to get a sneak peek at H&M Studio's spring 2017 collection.

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