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H&M to debut shoppable runway show at Paris Fashion Week


For the first time, H&M shoppers will be able to purchase merchandise straight on the runway.

On March 2, H&M is launching its ‘See Now, Buy Now’ show, which enables customers to log onto its site and purchase items from its H&M Studio collection immediately following its presentation during Paris Fashion Week. Merchandise will also be available in select H&M stores.

The fashion show, scheduled for March 1, will include key womenswear looks, and for the first time, a full menswear collection.

“Bringing fashion immediately from catwalk to checkout marks a new era for the fashion industry, and we are very much looking forward to testing this exciting new format,” said Pernilla Wohlfahrt, H&M’s head of design and creative director. “We also want to share this moment with our customers, and are therefore showing the fashion show live on our website.”

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