H&M unveils the H&M Studio S/S24 collection during Paris Fashion Week with a pop-up showcase in a historic building near the Palais Garnier. Named ‘La Maison’, the immersive venue mimics a chic Parisian apartment, housing both a showroom and an archive in a specially designed space. An exclusive launch event on February 26 kicks off the exhibition, featuring a performance by Ama Lou for a select audience of fashion insiders, followed by a DJ set by Honey Dijon at the after-party. Notable guests such as Iris Law, Alexa Chung, Hari Nef, Jill Kortleve, Tina Kunakey, and Caroline Daur are in attendance.
From February 27 to February 29, ‘La Maison’ in Paris opens its doors to the public, aiming to captivate visitors with visually striking displays that reflect the cutting-edge style of H&M Studio. Infused with H&M’s signature red hue, the exhibition comprises themed rooms with artistic installations showcasing past and present H&M Studio collections.
Among the highlights is a Surrealist display featuring a large storybook filled with creative visual interpretations of the upcoming S/S24 collection. Additionally, guests can explore printed imagery from archive H&M Studio lines and interactive installations featuring the brand’s iconic pillow bag. An exclusive powder-blue edition of the pillow bag will be available for purchase only at the exhibition.
Located at 51 Boulevard Haussmann, 75009 Paris, the H&M Studio exhibition ‘La Maison’ welcomes visitors from February 27 to February 29. The H&M Studio S/S24 collection will debut worldwide in selected stores and on hm.com on March 12. The exhibition is a collaboration with creative agency Ray Atelier.
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