H&M‘s Studio ready-to-wear fall 2016 collection shown at Paris Fashion Week was right on target for the brand. The slot being filled by the second most successful retailer was taken in order to show the longevity and versatility of the brand, in that this was a way for them to expand beyond the medium of standard retail. This is the fourth show for the brand, and it again was everything one might expect from a runway show of this caliber.
Models featured in the collection were reflective of the standard and target consumers of the retailer. With straight and sleek hair in most situations and simple, nearly-natural makeup to finish things off, for the most part this aspect was to be expected for a retailer’s runway. Two models in particular stood out as being different from the standard procession of the rest of the show: Ashley Graham and Pat Cleveland. Graham is an iconic plus sized model, while Cleveland is in her 60s and still rocking the catwalk. These lovely ladies walked alongside other cast models, which included Amber Valletta, Andreja Pejic, Jourdan Dunn, and Natasha Poly.
An unfortunate outcome of having fake marble as the flooring for the runway mixed with the models’ boots was three falls during the finale walk. This was an unplanned media aspect for sure, but one that will garner much attention.
As it is a retailer, it was to be expected that there would be a lot of positive attention from social media as well, so the brand made sure to set their show in a way that could be epically captured and broadcast around the world. The runway was set up in what used to be the Paris commodities exchange building, complete with the ambiance of ships sailing by above.
The clothes sent down the runway were rather standard for the brand, although the influence of Swedish folk clothing was noticeable and intriguing across the board. The H&M Studio fall 2016 collection began simply, though, with a white and neutral palette, with a majority of the pieces being staple for the brand. Necessary outerwear, smart separates, and fun dresses were the gold standard for this line, and for H&M in general.
Near the end of the collection, the design team began experimenting with looks ebbing into eveningwear, adding a level of diversity in the line. This didn’t go far as to include floor-length gowns, but the added sophistication was fun for the generally young crowd who shops at H&M.
The brand boasted a substantial amount of celebrity attention, as the event included a thick handout with the names, including Ciara, Emma Roberts, Kate Mara, and Suki Waterhouse. Those with large followings on Instagram were also in attendance, as was to be expected, and as such probably resulted in a huge boost to the brand’s press time.
The looks presented on the runway were created specifically for this event, as was the determined outcome, but 40-50 garments from this collection will actually be featured in-stores beginning in September. There was nothing particularly groundbreaking in this line, but the addition will likely do well in their shops.
Photos courtesy of Vogue