It was the unexpected meeting of all stars. This brand that we all wear on a daily basis immersed itself in London Fashion Week and caused a sensation!
This event has been the subject of all conversations. He even shaded the other fashion houses that paraded at London Fashion Week. However, it is not a luxury brand at all. On the contrary. It is a claw that we even wear every day!
However, it managed to create the London fashion week event on Thursday, September 18. More than just a fashion show, it was a real show that turned into a concert, with the performance of the young singer Lola Young, which has become the phenomenon of the moment thanks to social networks.
All stars were there. Central CEE and Emily Ratajkowski were on a row front while the rest of the celebrities were … on the podium! The famous Swedish brand has brought together 70 models, including some familiar faces that some qualify as “nepo babies”, notably Romeo Beckham, Iris Law, Lila Moss and Amelia Gray.
But who organized an event of such magnitude, bringing together nearly 700 people? Well, it’s H&M! This is not the first time that the brand has scrolled during Fashion Week. She has been doing it since 2013. But it was the first time she organized a parade in London! And this choice is no coincidence. It is closely linked to the collection, which has nearly 80 silhouettes; Those of its classic line, but also those of H&M Atelier and H&M Studio.
“”This collection is inspired by the United Kingdom of the 90s; London is the source of our inspiration “explained Eliana Masgalos, director of the design of women’s collections, at Fashion Magazine. “”British pop and rock are present in our collection, especially with the argyle and checkered patterns that we see a lot in England“She continued.
The collection included lace pieces, fur coats, large checkered sweaters, tie costumes … the whole wear office you need. “”What guided us was the idea of versatility. We have imagined someone who lives in London, or New York, and who does not have time to go home between work and dinner. Clothes must be able to keep this pace“, Eliana Masgalos reported to our colleagues Vogue France.
The first H&M Atelier collection is already available. Prices vary between € 15.99 and € 449. However, many articles are already exhausted! You have to hurry, because the items sell in a few seconds and the resale prices will be, as for the collaborations, high collections. The H&M Studio collection will be released on September 25 at 10 a.m. The prices are higher, ranging from € 24.99 to € 599. As for the second drop in the H&M Atelier collection, it will be available on October 2.
