As a global leader in the fast-fashion space, it was only a matter of time before H&M joined the see now, buy now runway movement. Its Spring '17 runway show at Paris Fashion Week was its first foray into the trend, but the brand's already mastered it. That's because, as head designer Pernilla Wohlfahrt told us before the show, they're able to keep much of their usual workflow in place, without compromising on the creative process for a team that's already used to delivering its collections quite quickly.
What you'll see on the runway is the marriage of both high-fashion trends and wearable, everyday pieces — with inspiration rooted in the movement and the aesthetics of ballet. That's most obvious in the strappy sandals and the headbands, worn by both men and women, and also pointing to the athletic references throughout. There's a femininity, a flirty quality to the sweet minidresses and floating maxis you'll catch on Gigi and Bella Hadid, who both walked the show — in addition to an all-star cast of models. But don't discount the sportswear; H&M gives the customer both, doubling down on more of what we all want to wear.
If that wasn't enough to please its base and recruit new fashion fans, the show itself was a feel-good spectacle. You'll find Nicki Minaj in the front row, sitting next to Alexa Chung — how's that for a subtle reminder that H&M has something for everyone? And despite the celebrity audience, all eyes were on the runway, where models smiled, winked, danced, and lip-synced their way down the runway until the finale turned into a concert and The Weeknd popped up on stage. Like the collection, rife with pretty pieces and trendy footwear, the show itself was a crowd-pleaser.