H&M is back in a big way…on the runway.
The Swedish brand has been buzzing with some serious brand collaborations with everyone from Lanvin to Karl Lagerfeld, and most recently Maison Martin Margiela, but one thing they haven’t been collaborating on is Fashion Week.
For the last 5 years, the brand’s name has been missing from every single Fashion Week roster, but that’s about to change.
H&M announced that they are taking on Paris Fashion Week and are planning on showing their collection February 27 at the Musée Rodin in Paris, France, in the very venue that Christian Dior and Yves Saint Laurent have shown some of their designs. The show is rumored to be an unveiling of key items from the ladies collection for Fall 2013 with around 25 looks.
Designer collaborations with some of the biggest names in the industry, name drops on just about every fashion blog and now a show garnering big buzz in the arena where the big dogs play: Paris Fashion Week.
Aside from genius marketing strategies and spot on collaborative ventures, H&M owes their colossal growth in cool factor to one single player, the Internet.
H&M’s appeal is their production of logo-less items that can be mixed with high-end designers for a polished look, a trait coveted by some of the web’s most fashionable.
Style bloggers are the new fashion editors, who are currently setting the guidelines for what to covet and H&M is on the top of the list.
But now that H&M is back in on the playing field of the runway, is high fashion going to embrace them? Depending on who you ask, some will turn their noses up at the Swedish store for their designer collaborations, something fashion snobs claim take the “exclusivity” out of high fashion.
But where is the fun if the homies can’t get none?
The retailer’s return to the runway is a celebratory moment, but a front row crammed with the who-is-who isn’t what we’ll expect. Here’s to hoping H&M will take this opportunity to roll out the red carpet to the bloggers of the web-o-sphere who taught the internet a thing or two about mixing high and low as they mingle at Paris Fashion Week.
Rachel is the Associate Editor and Senior Style Writer for GlobalGrind.com, proud graduate of a SUNY school, and as sarcastic as they come. Follow her on Twitter for random daily ramblings @MiissHislop