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April 19 2014

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H&M: From the High Street to the Runway

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This season, H&M—the Swedish high-street retailer best known for its high-low fashion collaborations with the likes of Karl Lagerfeld, Comme des Garçons, Versace, and, most recently, Maison Martin Margiela, will show its Fall ’13 collection on February 27, during Paris fashion week. This marks the first time the retailer has presented its collection via a fashion show since 2005 (unless, as WWD notes, you count the events for the limited-edition designer collaborations, or the 2010 Lanvin for H&M “couture” show that featured Dree Hemingway and Pixie Geldof, pictured left).

H&M joins retailers like Topshop (whose Unique show has been one of the hottest tickets at London fashion week since it began in 2005), J.Crew (the brand made its official New York fashion week debut in 2011), and now, thanks to its collaboration with Rihanna, River Island (Fall ’13 marks the fast-fashion retailer’s first time on the London fashion week calendar) in revealing its collection on fashion’s international stage. This is a smart move for H&M, one that is perhaps indicative of consumers’ high-low styling tendencies (à la Michelle Obama at the inauguration, with her now infamous J.Crew belt and custom Thom Browne coat). Fashion-savvy men and women have been mixing H&M’s affordable wares with pieces by luxury labels for years now, so why not show both fashion varieties in the same context?

Photo:BFAnyc.com

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