H&M Introduces “See Now, Buy Now” Option For the Eager Customer

Luna Bijii at H&M Studio’s spring/summer 2017 runway

Good news, H&M lovers. You’re now able to shop the brand’s latest collection straight off the runway. Labeled as the ‘see now, buy now’ show, customers can view the runway live during Paris Fashion Week, and immediately go to hm.com, or select stores, to purchase garments. 

“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,” says Pernilla Wohlfahrt, H&M’s head of design and creative director.

H&M Studio Collection launched in fall/winter 2013. It has since featured limited edition pieces curated by H&M’s design team. Pieces for the spring and summer 2017 collection were inspired by the grace and strength of ballet movement, and include an inventive fusion of conventional tailoring and high-tech elements.