H&M throws debut Paris Fashion Week show

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It was a star-studded affair in Paris Wednesday night as Swedish fashion brand H&M returned to the catwalk with a show at the Musée Rodin in the French capital. 

An international crowd of fashionistas assembled in the specially created location in the grounds of the museum, and H&M also live-streamed the show, which presented the brand’s Autumn 2013 collection. 

Set to go on sale around the world on September 5, the collection contains plenty of fall tailoring, and some strong outerwear shapes. An open backed sequin dress added some autumnal glamour.

Styled by George Cortina (who usually provides his services to Armani and Calvin Klein, among others), the show featured appearances from top international models Cara Delevingne, Isabeli Fontana and Arizona Muse. “It was such a good show. I felt like I was in the H&M house, and it was also my house. I had so much fun,” said Delevingne.

Guests, including celebrities Ashley Olsen, Chloe Moretz and Emma Roberts were then treated to performances by French singer Owlle and Belgian DJ duo 2 Many DJs. The stars partied the night away afterwards.

“I loved the fashion show, and I love H&M. I wear it all the time, it’s so wearable and easy to mix. The show was so cool,” said Emma Roberts.

The Swedish brand has joined other high-street retaillers like Topshop (which presents a ‘Design’ collection for men and ‘Unique’ womenswear at London Fashion Week) and J Crew, with a high-profile fashion week show. While the H&M event was not listed on the official Paris show schedule, there is a developing trend for so-called ‘fast-fashion’ brands to cash in on the celebrity cachet, and cool, of the traditional shows.  

H&M previously showed a runway collection during New York Fashion Week in 2005, and have also staged shows for their design collaborations with Viktor & Rolf and Versace. 

If you missed the live stream, you can watch highlights of the show at: http://youtu.be/u6CICDLbVfo


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