H&M Studio presented the Spring Summer 2026 collection in Bucharest through an immersive event that translated the themes of the collection into a physical space that became the House of Eccentrics.

The spatial concept and scenography were created together with Apio Studio, reconfiguring the location into a cinematic interior built around sculptural forms and nostalgic references. The Eto location was completely transformed through the H&M interpretation, becoming a visual universe inspired by the documentary Grey Gardens. Designed as an immersive setting, the restaurant became the House of Eccentrics, each room unfolding as a distinct world within the same universe, blurring the boundary between reality and scenography.

At the center of the event was the H&M Studio S S 2026 collection, which will be available starting March 5 in the H&M Băneasa store and online. The collection introduces the H&M Studio eccentric muse, a character built around contrasts: delicacy and structure, play and rigor. The silhouettes explore asymmetries, unexpected proportions and distinctive cuts, with emphasis on versatility and personal styling.

The spatial concept was intentionally built on the play of contrasts, allowing guests to experience the tension between minimalist silhouettes and a maximalist atmosphere. A thematic DJ set completed the ambiance, and a sculptural table functioned as a living installation, anchoring the space both visually and conceptually.

The event brought together important names from the fashion, music and entertainment industries in Romania, including Alexandra Stan, Nicole Cherry, Alexia Eram, Andia, Alina Ceușan, Dana Rogoz, Oana Matache and Mira. Regional H&M ambassadors were also present: Simona Petrova and Bilyana Biserova from Bulgaria, Elena Dizdar and Dora Martinovic from Croatia, as well as Ena Cubrilo and Milica Bukumirovic from Serbia.