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With Paris Fashion Week in full swing, Swedish fast fashion powerhouse H&M took a slightly different approach with its presentation. Following in the footsteps of Burberry, Tom Ford and Tommy Hilfiger, the retailer used the “see now, buy now” business model for its SS17 collection, inviting select buyers, press and stars to see the pieces on the catwalk before they were able to shop the line at a pop-up shop, as well as online, that opened its doors immediately after the show.

““Bringing fashion immediately from catwalk to checkout marks a new era for the fashion industry and we value the direct communication we can have with customers through a ‘see now, buy now’ collection. Anything that brings us closer to our customers and makes fashion even more accessible is very positive.””

Pernilla Wohlfahrt, H&M’s Head of Design and Creative Director

The event was held at the iconic Tennis Club de Paris, where top-billed models such as Gigi and Bella Hadid, Adwoa Aboah, Luka Sabbat, Winnie Harlow and Luis Borges walked the runway in the collection’s minimal #athleisure designs. A handful of menswear looks were also peppered throughout, which is a first for the retailer.

The Weeknd performing "Starboy" at the H&M after party @theweeknd @hm #theweeknd #hm #PFW

A post shared by Vogue Paris (@vogueparis) on

Front row regulars such as Nicki Minaj, Alexa Chung, Lucky Blue Smith, Clémence Poésy and Sasha Lane came out wearing their finest fits, while The Weeknd treated attendees to a high-octane performance of chart-topping hits like “Starboy,” “Can’t Feel My Face” and “I Feel It Coming.” No word on whether or not him and Bella crossed paths this time around (Victoria’s Secret part deux, anyone?).

Check out our favorite pieces from H&M’s SS17 collection above and watch the show’s official video recap below.

For more Paris Fashion Week happenings, check out Wanda Nylon’s FW17 collection which homages the Black Panthers

Words by Nico Amarca
Fashion Editor, North America
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