When was the last time you saw a smile on the catwalk? H&M’s latest Studio show featured plenty of smiling models, who also walked around the set inside the Tennis Club de Paris with a spring in their purposeful steps. Maybe there’s a reason for all that display of joy—the presentation marked the first time H&M’s menswear range is shown alongside its women’s. More importantly, the new Studio collection kick started H&M’s move into the off-the-runway, direct-to-consumer domain. “Anything that brings us closer to our customers and makes fashion even more accessible is very positive,” says Pernilla Wohlfahrt, H&M’s Head of Design and Creative Director. Ballet was the starting point from which the design team spun a collection comprising flirty dresses, technical anoraks, sporty hoodies and nylon trousers. You won’t be dancing along to Tchaikovsky’s The Swan Lake in these clothes for sure, but there’s enough grace and energy in their outlook to power you through a night at a dance club.
By Gerald Tan
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