H&M unveils interactive pop-up shop at Paris Fashion Week

Fashion brand H&M unveiled an interactive pop-up shop at Paris Fashion Week, which took place on 1 March.

H&M unveils interactive pop-up shop at Paris Fashion Week
H&M unveils interactive pop-up shop at Paris Fashion Week

The brand's first 'See Now, Buy Now' event, from its H&M Studio division, showcased the spring/summer 2017 collection inspired by the power of love, grace, strength and passion of ballet. The catwalk displayed H&M's latest womenswear and, for the first time, menswear designs.

H&M transformed the Tennis Club de Paris, turning it into a warm and inviting space spreading messages of love and togetherness. Celebrity guests at the event included Nicki Minaj, Alexa Chung, Lucky Blue Smith, Clémence Poésy and Sasha Lane.

Guests at the show, as well as viewers watching live at studio.hm.com and via VR on H&M's YouTube channel, were treated to a performance from artist The Weeknd. The interactive pop-up invited guests to experience the new collection, while customers around the world were able to shop the collection online immediately following the show.

Tumblr and Paramount Pictures also teamed up to stage an event at Paris Fashion Week, which celebrated the release of film Ghost in the Shell. 

More: Creating a fashion legacy - London embraces #LFW

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