To showcase its AW15 Studio collection, H&M invited us to Paris where the beautiful, iconic landmark- The Grand Palais- was transformed into fashion’s very own take on the moon landings. Yep, H&M took us to space via the French capital, as the catwalk was all dressed up to resemble the moon itself, complete with a whole colony of spaceships and craters galore. Even the DJ booth was a space pod, occupied by Caroline de Maigret, who provided the soundtrack for the show. Our very own Head of Fashion News, Lucy Wood, was FROW-side, mingling with the likes of Solange Knowles, Audrey Tautou, Noomi Rapace and Sofia Richie as they were all taken on a tour of H&M’s very stylish solar system.
Leading the charge was Kendall Jenner, joined by BFF Gigi Hadid and some of our favourite model faces including Joan Smalls and Edie Campbell. Sporty silhouettes and a futuristic aesthetic was the order of the day, as the model army showed off zip-up jackets and jumpsuits, shimmering lurex knits and a glorious clash of textures seen in a mix of silk, wool and plenty of sequins. There were still definite nods to the ’70s in flared trousers and chevron prints, and we were pretty taken with the multi-coloured, glossy knee-high boots that Lucy managed to get her hands on after the show. Some of the models wore orange moon-boots to navigate the lunar landscape, and there were even socks with sandals, too.
Lucy managed to catch up with H&M’s Creative Advisor, Ann-Sofie Johanssson, who told her exactly where the outer-space setting came from: “It came from the collection. We were inspired by space right from the beginning. Space ships and hard metallic surfaces. We thought it would be really fun to take that through to the setting. You have to laugh a little bit, fashion is sometimes a bit too serious I think! At the end of a long day of shows at fashion week you need a good party and some fun!” And there was certainly no shortage of fun, thanks to a champagne and canapes reception after the show.
We might have a while to wait until we can all get our hands on the collection- it lands online and in 200 stores from 10th September- but we were already keen to know which pieces Ann-Sofie think will be a sell-out. “It’s so hard to choose! I think the boots. They’re a hybrid between a sneaker and a moon boot kind of thing, I hope they will sell well. They are really comfy, practical and fashionable at the same time.” Sounds like we’ll be joining the queue for those beauties, then.
In fact, H&M has got us all excited for autumn/winter, and we haven’t even started spring yet. But at least we know which trends the brand will be championing, thanks to Ann-Sofie: “The 70s is going to be huge for us. People are ready to start trying out flares again and skip their skinny trousers. Everyone’s definitely embracing a new silhouette. It’s difficult for people to change something they are used to, especially on the bottom half, but come AW we think everyone will be there!” Looks like our summer obsession with all things retro won’t be going anywhere fast.
And what did the celebs think? Well, Solange told us it was her favourite H&M Studio collection yet, saying “I loved everything about the show. There’s a green turtleneck and pants I want to get my hands on right now!” You might have to fight us for them, Solange. We’re already compiling our wish lists, and so far we’ve narrowed it down to absolutely everything. Looks like our wardrobes will be going space-age come next winter.
After all that celeb spotting, champagne swigging and FROW-side reporting, we’re exhausted. But there’s no doubt it was worth it. As legendary supermodel, Karolina Kurkova said: “H&M is such a great brand. Every cool girl, every model, everybody wears H&M.” And even if you don’t, you’ll certainly want to pack your rails with it come AW15.
By Hannah Banks-Walker