H&M Studio AW16

H&M Studio AW16

Feminine strength and individuality was the theme of the newest collection of H&M Studio AW16. Renowned for pulling out all the stops with its fashion shows, the brand went all out to attract attention with a showcase which welcomed a host of diverse personalities to the catwalk. Transgender model Andreja Pejic and plus size beauty Ashley Graham were joining the catwalk by veteran models Amber Valetta and Pat Cleveland, who appeared alongside daughter Anna. Another famous models like Jourdun Dunn, Freja Beha Erichsen and Soo Joo Park also appeared in looks that expressed a woman’s individuality and diversity of the female character.

Emma Roberts, Ciara and Kate Mara were among the guests at yesterday’s H&M Studio AW16 show under the domed ceiling of the historic Bourse de Commerce in Paris. The main inspiration of the collection was strong women and the beauty of independent minds. The focus was all on the collection, which mixes powerful tailoring with Swedish heritage and handicraft. There was a fresh interest in a feminine silhouette created by the shoulders and waist, with added drama and posture from gaucho hats and cowboy boots.

They walked a specially created runway that had the clarity and enchantment of a frozen lake, reflecting the influence of nature on the collection.“This collection is about the strength and beauty of women, and how we express that power through our style. I love the contrast of strong tailoring with handicraft touches of Swedish heritage and folklore,” says Ann-Sofie Johansson, H&M’s Creative Advisor.


For H&M, which relies upon regular designer collaborations to help boost sales, the show during Paris Fashion Week served to highlight its position as a high street chain with high fashion ambitions. The show, which was also watched by millions across the globe thanks to a live stream, also sought to empower its customer through the inclusion of mannish tailoring. This limited edition collection will be available in 200 stores and  online starting September 8. While now you can catch the full show below.

Photo via H&M


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