POPSUGAR Celebrity

H&M Will Show During PFW — Do You Approve?

Jan 23 2013 - 2:35pm

H&M will stage its first fashion show [1] (in eight years) during Paris Fashion Week on Feb. 27 and just upped the ante on the "parameters" of fast fashion. Not since 2005 has H&M [2] held a proper fashion show, and with that kind of interim, you have to wonder: what else does the mass retailer have up its sleeve? The show — which will offer up around 25 looks from its Fall 2013 women's collection — is slated to take place at the iconic Musée Rodin, a venue that has also hosted the likes of Yves Saint Laurent [3] and Christian Dior [4]. "We felt excited about the collection and we really wanted to show it," said spokesperson Håcan Andersson [5]. As it stands, H&M joins mass retailer Topshop [6] (a brand that regularly shows its Unique collection during LFW) in a new category that fuses accessible franchised fashion with the stuff of high-profile runway fodder. Are you excited to see H&M go from off the rack to on the runway?

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