Even through the latest runway styles are created seasons in advance, there is still a pause before the latest designer styles arrive in stores—but H&M is one of several brands that’s giving consumers the chance to shop right after a show with a new See-Now-Buy-Now format.
Following the H&M Studio runway show in Paris, the pieces from the fast fashion collection will be available for consumer purchase online immediately, as well as in-store the following day. The H&M Studio capsule collection is said to take inspiration from "the grace, passion and strength of the ballet movement," which adds a new level of femininity to the popular athleisure movement.
Other that are experimenting with the See-Now-Buy-Now runway to retail format include Toyshop Unique and Tom Ford.
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