Global: H&M to unveil latest designer collaboration via Periscope

High street retailer H&M will unveil its H&M x Balmain collection during a runway show in New York this evening (20 October), which will be live-streamed via Periscope.

Consumers will be able to view the runway debut via Periscope (www.hm.com)
Consumers will be able to view the runway debut via Periscope (www.hm.com)

Celebrities, creatives and fashion professionals will descend on the Big Apple for the collection's global runway debut. The new garments will hit stores on 5 November.

The #HMBalmaination collection brings high end designer wares to the high street, making them more accessible to the masses, and as such, H&M has also opted to grant consumers access to the runway show.

Fashion lovers and fans across the globe will be able to tune in via live-streaming app Periscope from 7.30pm (EST) local time.

Members of the public can download the app, sign in with their phone number or Twitter account, search for H&M’s profile and then opt to follow it, at which point the Balmain x H&M broadcast will appear.

H&M will also be posting live updates via Twitter. 

The retailer is currently hosting a beauty pop-up within the Old Truman Brewery in east London, and recently landed a giant recycling box in Covent Garden

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