H&M unveils the new H&M Studio A/W24 collection during Paris Fashion Week, with an exclusive pop-up in a glass-roofed gallery in the Marais district of Paris. The launch party took place on September 23 and kicked off with a performance by neo-soul singer Olivia Dean, attended by fashion notables such as Yasmin Finney, Elsa Hosk, Amelia Dimoldenberg, Ziwe, and Tina Kunakey, followed by DJ sets from MELANIN, Kiddy Smile, and Andy 4000.

“Our H&M Studio collection parties always attract an influential crowd, and this season was no different – the positive energy was palpable. It’s very exciting to return to Paris to present our A/W24 collection in such a creative format, in a city so full of artistry,” says Ann-Sofie Johansson, Creative Advisor H&M and Head of Design Womenswear.

Open to the public on September 24 and 25, the gallery space was transformed to channel H&M Studio’s directional aesthetic. Combining futuristic metallic surfaces with glossy red walls, a nod to H&M’s iconic shade, the pop-up space was designed in collaboration with design studio Perron-Roettinger. In this space, the A/W24 collection will be available for exclusive purchase ahead of its global launch on September 26. Guests will be treated to refreshments and macarons from the renowned Carette tea room in Paris, as well as ice cream from Lebanese organic gelateria Bachir.

Additionally, a limited-edition denim outfit from H&M Studio A/W24 and a golden leather pillow bag were created exclusively for the Paris pop-up. Limited to 20 pieces, the denim top and jeans from the existing A/W24 collection were re-edited in a custom gold-lurex finish.
“The H&M Studio A/W24 collection is infused with a subtle confidence, blending masculine silhouettes with feminine details. It’s a pleasure to return to Paris and present our refined collection in such a special setting,” says Linda Wikell, H&M Studio designer.
The H&M Studio A/W24 pop-up is located at 116 Rue de Turenne, 75003 Paris, and is open to the public for two days, on September 24 and 25, from 11:00 AM to 7:00 PM. The H&M Studio A/W24 collection will be launched globally in selected stores and on hm.com on September 26.