H&M fashion runway dresses show in Paris

The Swedish fashion giant marched Wednesday night for the first time in Paris in the middle of fashion week, under the gaze somewhat reluctant middle. The show took place in one of the most beautiful places in Paris, the Musée Rodin.

H & M is not in the "in" or in the "off", but outside of this Fashion Week Fall-Winter 2014. The giant is clearly invited to this rendezvous of professional and amateur fashion. And the brand accessible to all managed to establish itself as one of the most appointments expected in the middle of famous shows and luxurious houses. The parade was scheduled at 22:00 was held in the wake of the Thierry Mugler.

Ashley Olsen, Chloe Moretz and Emma Roberts had joined the Rodin Museum where there was the procession. The choice of location is not innocent: the Parisian museum has hosted many prestigious parades, Yves Saint Laurent and Christian Dior among others.

H & M presented about 25 looks iconic collection Autumn / Winter 2013, which will be in stores in September, the company said. Parades had been organized to present collaborations with fashion designers, but now it is to showcase the work of 140 designers of the brand. "We are very proud of our own collections," says one at H & M.

Why during fashion week? "To reach closer to the fashion press, and French international will be present in Paris at this time," says H & M. "I am very pleased that our collection has been presented as part of the Paris Fashion Week. The parade gave body to the spirit of these parts, while providing clues on how to combine different styles in order to compose a personal look. The inevitable as the overcoat woolen jackets tail-coats and fashion runway dresses with sequins will truly assert his personality this fall  , "says Ann-Sofie Johansson, Head of Design at H & M.

And why in Paris, and not during fashion week in New York, London or Milan? "Paris, world capital of fashion, is imposed on us," says H & M, which will broadcast the show live on his website. "  This is also an opportunity for Ann-Sophie Johansson meet the fashion players and international journalists. "

A parade that displeases the sector

"It is a testament to the strength of the week in Paris: it must be there because professionals and the international press are there," analyzing its side Didier Grumbach, president of the French Federation of couture and ready-to wear. But critical "method a little daring", "enjoy this appointment to attract the press, I do not like it very much" , he says.

For Donald Potard, consultant in luxury dresses businesses, "he'll have H & M shows the accuracy of scroll during fashion week." "If it is to show a collection purely commercial, it is not worth the podium  , "says he. "During fashion week, many people must scroll and I'm to leave the place for young artists who bleed to be present, " he said, suggesting that H & M work with them rather. That the textile group is already crowning each year of young talent through H & M Design Awards, an award with a prize and the opportunity to sell parts store. This year is Minju Kim, a student at the Antwerp Academy, who won the prize .

Anyway, H & M knows how to maintain the buzz in Paris and Los Angeles. For the Oscars, the actress Helen Hunt has not gone unnoticed. If her sisters were dressed in fashion Dior, Valentino and Armani, she wore a strapless midnight blue satin ... H & M signed . A dress made ​​especially for her.