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Big-box retailer H&M took over the iconic Tennis Club de Paris last night to unveil its Studio S/S 2017 Collection, which for the first-time ever, was available to purchase as soon as the show lights went down. Jumping on the see-now, buy-now bandwagon, H&M is the latest brand to see the light when it comes to making product available to consumers right after it hits the runway. “Bringing fashion immediately from catwalk to checkout marks a new era for the fashion industry. Anything that brings us closer to our customers and makes fashion even more accessible is very positive,” said Pernilla Wohlfahrt, H&M’s Head of Design and Creative Director.
The show reeled in 800 guests (including a slew of A-listers) and was followed by a pop-up shop where everyone could purchase the looks, which were a mix of white, black and fushchia hues, inspired by the power of love, grace, strength and passion of ballet. The collection is available on hm.com, as well, and below are a few of our favorite styles that you can buy RIGHT NOW. But hurry up, because fashion
Crinkled Twill Skirt
Chiffon Maxi Dress
Crinkled Nylon Shorts
Reversible Bomber Jacket
Fine-Knit Tank Top
Silk-Blend Grosgrain Pants
Wide-Cut Silk Tunic
Hooded Shirt with Lacing
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