H&M To Hold First Runway Show In Eight Years During Paris Fashion Week


Here’s a change of pace from all of the 5-figure dresses being shown in Paris this week: H&M, purveyor of $10 sweaters and $20 skinny jeans, will show a collection during the haute-est fashion week of them all.

While the retailer will not be on the official schedule, the February 27 show date means fashion week will be underway. WWD reports that H&M will show 25 looks from its Fall 2013 collection under the direction of head designer Ann-Sofie Johansson, and judging by the major productions they put on for collaborations like Maison Martin Margiela and Anna Dello Russo, we’re in for quite the spectacle.

And then there’s the venue. H&M has secured the Musée Rodin, which has played host to shows like Stefano Pilati‘s last for Yves Saint Laurent and Bill Gaytten‘s last for Christian Dior.

Spokesman Håcan Andersson explained the decision to stage a runway show: “We felt excited about the collection and we really wanted to show it.” Excluding special collaboration events, it will be the brand’s first since 2005, when they set up a runway in Central Park and tapped Kanye West and John Legend to perform. When it comes to mass retailers, it’s go big or go home, and we’re sure this show will be no exception. Mark your calendars, kids!

[WWD]

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