Impatient shopaholics rejoice; H&M has decided to hop on to the see-now-buy-now bandwagon. While H&M Studio does have its annual Paris Fashion Week runway slot, this March 1, the Swedish retail giant is set to show its Spring/Summer 2017 collection, aligning its collection drop with the seasonal calendar. The very next day, the in-season collection is immediately available to customers on its official website as well as in selected stores around the world. On top of that, H&M Studio will present its full-fledged menswear range. Did Christmas come early or what?
The brand's Creative Advisor, Ann-Sofie Johansson commented, "Making the collection available for purchase immediately after the fashion show is something we're really looking forward to offering our customers." She added, "We hope they will enjoy this collection as much as we do and find inspiration on how to mix the pieces to express their own personal style."
Of course, H&M understands that one would have to see it to buy it, so the brand is hosting its debut straight-off-the-runway show via livestream on its official website. The brand's Head of Design and Creative Director Pernilla Wohlfahrt said, "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."
Since the runway show is two days away (and at 4:30 AM Malaysian time), take a sneak peak at the collection below to get a head start—no need to thank us.
H&M Studio S/S 2017 collection will be available at H&M Lot 10 Store on 2 March