H&M’s new “see now, buy now” collection will change how you shop

Ever watch a fashion show — or see photos from one — and think, I wish I could buy that skirt/top/romper right freaking now? Well, H&M’s new “see now, buy now” capsule collection will soon allow you to make that dream a reality.

On March 1st, H&M Studio — the brand’s seasonal, limited-edition line — will show a collection at Paris Fashion Week (including menswear for the first time!) and immediately after, consumers will be able to shop the runway show on hm.com; items will be available in select stores the next day.

If you can’t actually be in Paris for fashion week (because life is not The Devil Wears Prada), no worries! The brand will stream the runway show live on its website and will also release 16 images from the collection on February 1st for advance viewing.


We got to take a sneak peek at what H&M has in store and, keeping with current designer trends, both the men’s and women’s collections are fairly androgynous and draw inspiration from athletes — particularly ballerinas — and the athleisure trend more broadly.


"The [women’s] collection looks androgynous with romantic white ruffles and shades as well as functional and sporty pieces with drawstrings and wrinkled nylon," H&M creative adviser Ann-Sofie Johansson told Women's Wear Daily. "So instead of flowing dresses, vivid colors, and original prints, you can expect to see dancing collars, romantic ruffles, and slip-on shoes."


Men can expect lace-up hoodies, chic windbreakers, cropped pants, and bomber jackets, while women can look forward to billowing, monochrome dresses, ruffle-collar blouses, pajama-style tops and bottoms, and sleek athletic-inspired shorts and jackets.


Honestly, though, we could see male-female friends and couples sharing everything in this collection — it’s just that innovative.

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