H&M will be opening sales after shows for attendees to purchase their fashions immediately, according to WWD. H&M Studio is to appear for the first time on March 1 in Paris, and afterward, the company’s site will feature the line for sale. The next day, styles will appear in some H&M stores.
The show in Paris is to include men’s styles as well as women’s, which is another first for the company.
H&M Studio began showing in Paris in the fall 2013 season. The company shows limited edition, trending work.
Creative advisor for H&M, Ann-Sofie Johansson, said that the company was “excited” to bring its styles to sale immediately after the runway show, according to WWD. She said that the company hopes to present work that customers can integrate into their own style. Creative director Pernilla Wohlfahrt said that the move to see-now-buy-now represents a shift in the industry. The show, she said, will run live on the company’s site.
H&M’s spring line, according to Johansson, drew inspiration from sportswear and from ballet. The focus will be on function and tech, worked into designs that are chiefly black and white. On the women’s side of the show, there will be ruffles, drawstrings, and nylon. On the men’s side, there will be trench coats and bomber jackets. Johansson said that the design team found inspiration on a trip to Havana. Contrasts between old and new, as well as a boxing center, drove the styles the designers created.
A potential issue with the line’s going on sale right after the show is that customers won’t have as much time to see and buy the styles. Because of this, the company’s website will feature some of the fashions in advance Feb. 1.
H&M is not the first to launch a see-now-buy-now line. Last year, Burberry and Tom Ford both released their Fall 2016 collections immediately, according to Vogue. It’s part of an industry shift in an immediate, consumer-driven, digital world.