H&M opens museum-style pop-up Studio collection space during Paris Fashion Week

H&M has opened a luxurious Parisian pop-up space dedicated to Studio, its premium fashion line. The Studio collection, more directional than H&M's main range, has been presented in the past with shows organized during Paris Fashion Week. Now that the pandemic is over, the Swedish retailer opted to present Studio's latest collection from February 27 to 29 in a temporary location, a space curated as an art installation in an elegant Haussmann building on the boulevard. The items on display were not for sale and the atmosphere was almost museum-like.

H&M commissioned design agency Ray Atelier to create La Maison, a fashion exhibition within the four-room space at 53 boulevard Haussmann, opposite the Le Printemps department store. The building was formerly the headquarters of Benetton and was completely renovated by BNP Paribas REIM.

Visitors entered a huge entrance area upholstered in red velvet, where a triangular podium displayed a variety of Pillow Bags, the Studio line's signature bag, from a miniature version to a massive mock-up.

A selection of looks from Studio's Summer 2024 collection were on display in a black-curtained room, including a short python-print dress, a safari jacket and a bodycon dress with asymmetrical pleats reminiscent of the red rays of the setting sun.

The collection will go on sale starting March 12, online and in select H&M stores, including the retailer's Parisian flagship store on nearby rue La Fayette.

A section was dedicated to the archive of the Studio's collection, contained in large volumes so that visitors could leaf through it. On the floor, images of the current collection's inspirations were projected onto a giant white volume.

The Studio collection gives H&M's design studio, led by Ann-Sofie Johansson, “carte blanche to create more modern looks, priced slightly higher than the main range,” according to Emin Sassi, head of communications at H&M France.

The last room of the place presented the line's accessories (bags, shoes and jewelry characterized by a dove design) in a kaleidoscopic space full of mirrors ideal for selfies. On February 26, H&M marked the opening of the pop-up space with a gala evening, inviting guests including Iris Law, Alexa Chung and Tina Kunakey.

A great showcase for H&M, which meanwhile continues to modernize its stores. The H&M group, which also owns Cos, Monki and & Other Stories, has recently appointed Daniel Ervér as CEO, replacing Helena Helmersson. The group's revenue increased by 6% in fiscal year 2023, to 236 billion Swedish crowns (20.95 billion euros).