Just in time for the recent launch of & Other Stories, the H&M's new high-fashion label, the Swedish fashion brand H&M presented its new autumn-winter 2013/14 collection in a side-venue next to Paris' Musée Rodin.
Alexandre de Betak, the man behind fashion – who produces the runway shows and events of Antony Vaccarello, Rodarte, Band of Outsiders and many more – was in charge of H&M's extravaganza venue and set design. The result was breathtaking: numerous salons featured imaginative and opulent settings, such as an oriental-flavored chill-out room, futuristic lounges, sumptuous boudoirs, a vintage game room, a gourmet kitchen, a playroom for kids, and even the museum's façade was copy-pasted on the entrance panel of the venue.
Models and celebrities, including Daphne Groeneveld, Joan Smalls, Cara Delevingne and Clément Chabernaud casually walked on Chic's disco track, “I want your love,” giggled and sent kisses now and then, for the enchantment of Mademoiselle Agnès, Vogue's Emmanuelle Alt and further A-class editors, who were seated at a sumptuous dinner table. And before we forget: H&M's newbie, & Other Stories, even launched a cosmetic line at Paris reputed concept store Colette exclusively.
Enough name-dropping. What about the clothes? As expected, H&M's head-designer Ann-Sofie Johansson sources her inspirations from basic garments and high-street wear. The most eccentric pieces being nude colored furry coats, velvet capes, cropped military jackets, next to biker caps sported with stress-embroidered tunic dresses and over-the-knee leather boots, there is no need to cause a lot of ink to flow. All the top-models and glamour in the world won't turn a 9,90-euro shirt into a handmade designer piece.
- Elisabeta Tudor