Three days after crashing the Oscars red carpet by dressing Helen Hunt in a strapless gown, H&M, the Swedish fast fashion retailer, crashed Paris Fashion Week.
It has been eight years since H&M presented a runway show for its signature label, not counting its big promotions with Donatella Versace and Maison Martin Margiela, so executives at the company evidently decided it was time to pull out all the stops with an elaborate show on the grounds of the Musée Rodin. H&M’s previous show, by the way, was held in the Central Park Zoo. So it has come a long way.
It says a lot about the state of fashion shows, which are increasingly becoming entertainment vehicles designed for the public as opposed to events for industry insiders, that H&M chose Paris, the city of haute couture, for this one. Previous designers to have shown their collections in the gardens behind the museum include Dior, during the late John Galliano years, and Tom Ford before that, when he was at Yves Saint Laurent. And yet H&M’s production seemed even more over the top, and the audience appeared at least as wowed.
Guests entering the show Wednesday night walked along a candle-lit pathway to an enormous tent that had been decorated like a fantasy apartment, with more than 15 small rooms where editors were seated on couches, beds, marble slabs and at gilded wicker seats around a dining table. Each room was decorated in a different style, including a Moroccan lounge, an Art Deco sitting room, a marble bathroom and a kids’ bedroom with an outer space motif. Finding your assigned seat through the winding rooms was like walking through Ikea, only with better furniture........
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ERIC WILSON | February 27, 2013 | Read More Article Link
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