Fast Fashion Is Getting A Whole Lot Faster

H&M gets on the ‘see now buy now’ bullet train.

BY JANIE CAI | Jan 27, 2017 | Fashion

H&M's 'See Now Buy Now' Studio S/S17 collection.


For the first time, H&M will close the gap between the retail calendar and runway calendar and bring customers a collection straight off the runway. The H&M Studio collection will be presented to fashion fans at Paris Fashion Week in the brand’s first-ever ‘see now buy now’ show on March 1 and will be available at H&M Orchard Building from March 2, including a full menswear collection for the first time.


Teaser images from H&M's 'See Now Buy Now' S/S17 Studio collection.


“Bringing fashion immediately from catwalk to checkout marks a new era for the fashion industry and we are very much looking forward to testing this exciting new format. We also want to share this moment with our customers and are therefore showing the fashion show live on our website. We hope they will enjoy it and find inspiration on how to mix the pieces to express their own personal style,” says Pernilla Wohlfahrt, H&M’s Head of Design and Creative Director.


Teaser images from H&M's 'See Now Buy Now' S/S17 Studio collection.


The H&M Studio collection is created by the Swedish label’s in-house core design team, who each season creates a limited-edition, trend-focused collection, including statement pieces that budget-strapped style mavens love. For S/S17, the bywords for the collection are strength and sensitivity—an apt focus perhaps, given the recent shenanigans in global politics.



The clothes themselves are all about breaking borders with fluidity and aplomb, and reworked traditions of menswear are paired with the crisp modernity of sports, in which a looseness and lightness of movement is essential. Second skin sheer knits are paired with new silhouette sweatpants for contrast, while menswear classics are reinterpreted and accented with saturated colour. It is a collection that embraces diverse styles and playfully distinguishes a look that's rooted in tradition but always looking to the future.