H&M Studio Debuts 'See Now, Buy Now' for Spring Collection During Paris Fashion Week

H&M seems to be carving itself out as the brand of the moment. Along with recent initiatives for the environment and a $3.3 million fund for refugee education, H&M is still a place that does some pretty cool things within its native fashion industry as well. The Stockhold, Sweden-based company reinforced this recently, announcing their ‘see now, buy now’ plan for their Spring collection.

H&M Studio’s newest collection boasts sheer ruffle tops (Photo: Courtesy of H&M)
H&M Studio’s newest collection boasts sheer ruffle tops (Photo: Courtesy of H&M)

This season, after H&M Studio collection presents at Paris Fashion Week, shoppers will be able to log on to hm.com and immediately purchase the items they see. As things such as social media and online shopping have drastically called for fast-fashion to become, well, faster, brands have adopted the ‘see now, buy now’ strategy to appease its customers right then and there. This season will be a season of firsts for the brand; not only will it inaugurate a ‘see now, buy now’ spectrum, but it will also present a full menswear collection, and also livestream the runway on its website.

The ‘See Now, Buy Now’ collection will be available as soon as the last model walks off the runway (Photo: Courtesy of H&M)
The ‘See Now, Buy Now’ collection will be available as soon as the last model walks off the runway (Photo: Courtesy of H&M)
The collection pairs sportswear with feminine and trendy pieces (Photo: Courtesy of H&M)
The collection pairs sportswear with feminine and trendy pieces (Photo: Courtesy of H&M)

“Bringing fashion immediately from catwalk to checkout marks a new era for the fashion industry,” Pernilla Wohlfahrt, head of design and creative director of H&M, said in a statement. “We’re very much looking forward to testing this exciting new format.”

A live stream of the show will occur on H&M’s website (Photo: Courtesy of H&M)
A live stream of the show will occur on H&M’s website (Photo: Courtesy of H&M)

Even if one doesn’t decide to order the items online, they’ll still have the option of walking into select H&M stores the following day, where the new collection pieces will be on display.

Beautiful ruffles and bell sleeves are part of the collection (Photo: Courtesy of H&M)
Beautiful ruffles and bell sleeves are part of the collection (Photo: Courtesy of H&M)
The new collection will appear at Paris Fashion Week in March (Photo: Courtesy of H&M)
The new collection will appear at Paris Fashion Week in March (Photo: Courtesy of H&M)

From the look of the collection, which boasts tailored pieces that play on sportswear and femininity, we can only imagine that the ‘see now, buy now’ movement for H&M will prove to be a lucrative one.

Related: How a Fast Fashion Brand Made Some of the Best Dresses at the Met Gala

Related: H&M’s Newest Designer Collaboration is Its Wildest One Yet

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