H&M Studio seizes ‘See Now Buy Now’ with a sportswear collection for Paris Fashion Week

H&M Studio seizes ‘See Now Buy Now’ with a sportswear collection for Paris Fashion Week

The ‘See Now Buy Now’ phenomenon has evolved far from being just a trend or buzzword, and now constitutes the modus operandi for everyone from high street fashion giants to luxury streetwear brands like Off-White. Keeping up with the heightened speed and competitiveness at which fashion’s forerunners rip wardrobes from the runway and onto the coatracks, H&M bridges the gap from the runway to the dressing room with the H&M Studio Collection, which will appear in stores only one day after premiering at Paris Fashion Week on March 1.



For the first time in the Swedish brand’s history, the H&M Studio runway show will include full collections from both women’s and men’s ranges. The womenswear this season sees a merger of femininity and functionality, inspired by the grace of ballet dancers and incorporating traditional silhouettes into modern pieces. High contrast garments like black racerback tanks, windbreaker anoraks and organic cotton blouses marry romance with modernity, while providing dawn-to-dusk functionality. For men, inspiration is sourced from the fluid movement of sportswear and its active wearer, comprising a number of items that place focus on looseness and lightness. A translucent white nylon anorak with a double-layer front pocket, long wool trench coat with contemporary detailing, and sporty sheer tops take centre stage to deliver a clean and crisp aesthetic.



Speaking on the move to make the collection available to customers only moments after its Paris Fashion Week debut, H&M’s Head of Design and Creative Director, Pernilla Wohlfahrt, says, “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.” To share the love with the brand’s followers who won’t be seated in the front row at Fashion Week, the H&M Studio runway show will be live-streamed on H&M’s website on March 1.


Available from March 2 at H&M Orchard Building. To catch the Paris Fashion Week live-stream on March 1, visit hm.com/sg.


Text Trent Davis

Images H&M