A Swedish Fairy Tale

… as told by high-street giant H&M. Its Fall/Winter 2016 Studio collection – with floral and lynx prints, and ultra-luxe embroidery – has us spellbound. IAN LEE reports from Paris.

- Ian Lee

Lined up in the front row at the former Paris commodities exchange building was an It girl brigade consisting of Kate Mara, Emma Roberts, Suki Water house and Ciara. As if that wasn’t impressive enough, H&M also assembled the ultimate roll call of super models – Freja Beha Erichsen, Anja Rubik, Amber Valletta, Natasha Poly, Jourdan Dunn, Soo Joo Park and even mother-and-daughter duo Pat Cleveland (who’s 65!) and Anna Cleveland – to show off H&M Studio’s fourth collection.

Wait, what’s the difference between H&M and H&M Studio, you ask? Four years ago, fashion insiders everywhere got talking when the high-street brand introduced its runway line, H&M Studio, boldly pitting itself against Paris Fashion Week greats like Chanel and Louis Vuitton. Since then, one H&M Studio collection has been launched annually in The City of Light during Paris Fashion Week.