Written By: Emma McCarthy 3/3/16
High street brand H&M is pinning its hopes on the latest collection from its catwalk line in order to curb falling sales.
The Swedish fashion chain, which recorded a 2.9 per cent decrease in profits for the final quarter of last year, sought to win the approval of the international fashion press as it unveiled its latest Studio collection in Paris last night.
Renowned for pulling out all the stops with its fashion shows, the brand went all out to attract attention with a showcase which welcomed a host of diverse personalities to the catwalk.
Transgender model Andreja Pejic and plus size beauty Ashley Graham were joined on the catwalk by veteran models Amber Valetta and Pat Cleveland, who appeared alongside daughter Anna.
Yesterday’s production, which was accompanied by a performance by a live choir, also drew a starry front row including Emma Roberts, Kate Mara and Suki Waterhouse.
For H&M, which relies upon regular designer collaborations to help boost sales, the show during Paris Fashion Week served to highlight its position as a high street chain with high fashion ambitions.
But it wasn’t just the fashion crowd the brand hoped to win over, but it’s toughest critic – the high street shopper. To this end, the collection included a roll call of statement pieces designed with next season’s most popular trends in mind.
Shearling coats, seventies peasant skirts and tapestry embroidered hooded jackets look set to be among the most highly prized pieces when the collection goes into stores in September.
The show, which was also watched by millions across the globe thanks to a live stream, also sought to empower its customer through the inclusion of mannish tailoring.
H&M’s creative advisor Ann-Sofie Johansson said: “This collection is about the strength and beauty of women and how we express that power through our style.”
Source: Evening Standard