FASHION NEWS - PARIS

Press Release

H&M makes a Paris Fashion Week debut

with its Autumn 2013 show

Backstage (Photo by Stphane Fugier)

PARIS - Ashley Olsen, Chloe Moretz and Emma Roberts were among the guests last night in Paris as H&M presented its first ever catwalk show during Fashion Week. H&M's Autumn Collection 2013 was shown to an audience in a specially created space within the grounds of the Muse Rodin and also broadcast live at hm.com. The catwalk show, which combined tailored shapes with delicate dresses to create a tomboy spirit, gave the audience the chance to see H&Ms fashion in line with the international fashion schedule. The collection will be available in around 200 stores worldwide, as well as online, from September 5, 2013.

"I loved seeing our Autumn Collection on the catwalk at Paris Fashion Week. It brought to life the spirit of the clothes, and how you can mix together different styles to create your own personal look. Key pieces like the wool overcoat, the tails and the sequin dresses are going to give you real attitude this autumn," says Ann-Sofie Johansson, H&M's Head of Design.

Video courtesy of State of Style Channel

"It is such an exciting step for H&M to show key pieces for autumn in Paris. The event was magical, staged in a chic environment full of atmosphere. It was great to see fashion that's accessible to everyone presented in one of the most important fashion capitals in the world," says Margareta van den Bosch, H&M's Creative Advisor.

Created by H&M's design team, the Autumn Collection is a playful mix of styles that combines dramatic silhouettes with more decorative pieces. Alongside cropped tails and a masculine overcoat are other versatile outerwear pieces, such as a boho jacket, a double-breasted leather jacket or a wide-cut ceremonial jacket. Delicacy and a sense of faded grandeur is found in pieces such as an open-backed sequin dress or an embellished and fringed shoulder piece, while knitwear is key, especially with an intricate cable knit sweater.

Backstage (Photo by Stphane Fugier)

H&M's first ever catwalk show at Paris Fashion Week was styled by George Cortina, and allowed H&M to present its major collection for the season in a whole new light on models such as Cara Delevingne, Isabeli Fontana and Arizona Muse. The mood of the collection was reflected in the specially constructed venue in the garden of Muse Rodin, decorated like a dream apartment full of the party elegance of '70s Paris. After the catwalk show, guests celebrated with performances by the French artist Owlle, as well as 2 Many DJ's.

Im so excited to be here right now. I think that H&M doing this show during Paris Fashion Week puts H&M in a whole new light, says Chloe Moretz.