H&M introduced its H&M Studio S/S24 collection at Paris Fashion Week through a temporary exhibition hosted in a historic building near the Palais Garnier. Titled “La Maison,” the immersive space was designed like an elegant Parisian apartment, encompassing both the showroom and archive in a creatively personalized setting. The space was inaugurated on February 26 with an exclusive launch party, featuring an intimate concert by Ama Lou for attendees, including Iris Law, Alexa Chung, Hari Nef, and Jill Kortleve, while Honey Dijon performed a DJ set at the after-party. Open to the public from February 27 to 29, the “La Maison” space in Paris was devised to create captivating visual moments that highlight the H&M Studio aesthetic. With an electric atmosphere infused with H&M’s iconic red shade, the exhibition includes a series of thematic rooms and artistic installations that invite guests to explore the H&M Studio archive. Key pieces from the upcoming S/S24 collection will be displayed alongside a surreal installation of an oversized storybook containing the collection’s creative visual explorations. Meanwhile, printed images from the H&M Studio archive collections will also be available for viewing, together with the installation of the emblematic handbag, integral to the concept. A limited edition version of this bag in powder blue will be available exclusively at the exhibition. “The opening party for the H&M Studio exhibition was incredible! The exhibition is an opportunity to present our upcoming S/S24 collection in an unexpected way during Paris Fashion Week,” says Ann-Sofie Johansson, creative advisor and head of design for women’s wear at H&M. Developed in collaboration with Ray Atelier agency, the H&M Studio “La Maison” exhibition is located at 51 Boulevard Haussmann, 75009 Paris, and is open to the public from February 27 to 29. The H&M Studio S/S24 collection will be launched at the H&M store in Băneasa Shopping City and on hm.com on March 12. ABOUT H&M STUDIO H&M Studio is H&M’s most directional and fashion-forward collection. Launched in 2013 and developed by an in-house design team at the workshop in Stockholm, the limited-edition collections are released several times a year.