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H&M STUDIO Show- Men's and Women's Collection Spring/Summer 2018 in Paris (with interviews)

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Designer: h&m studio team with ann-sofie johansson at the head of the studio accompanied by pernilla wohlfart (for womenswear) and andreas löwenstam (for menswear).inspiration: japan! for the spring/summer 2018 h&m studio presentation, available for sale immediately after the show, the swedish giant gives us a true experience of the land of the rising sun, inside the musée des arts décoratifs in paris (mad). the guests were asked to take off their shoes and put on slippers before being sat on cushions around a traditional japanese dinner table to watch the show, accompanied by japanese musicians and dancers who blended traditional movements and hip hop. collection: light and comfortable with a summer feel. the motifs and japanese lettering become abstract on the clothes, in vibrant shades (green, blue, orange, red, yellow). the women sport big dresses perfect for pulling on after the beach, or other more fluid versions which are worn over flared trousers. the jumpers have slits on the sides, the long skirts are fringed, without forgetting the swimsuit perfect for summer. for the men, the allure is relaxed, sleeveless knitwear and colours that coordinate perfectly to a pair of trousers with five pockets, the suit is light and there’s a choice of beige or green to celebrate summer. to note: the silk outfits, with fringed jewellery, the belted high waisted trousers and the suits that can be pulled on with t-shirts. + the revisited japanese slippers and sandals with small graphic heels + very important: a big part of the collection is made from organic cotton, tencel, and recycled polyester. interviews: daisy lowe: what i love about h&m is that there is something for everyone, it’s always so stylish, so creative and they’re also conscious with they’re new conscious range as well, which is so cool! i can’t wait for the show, it’s going to be brilliant. pernilla wohlfart: the main inspiration with this collection is from the urban greys and the soft, pure minimalism of japan. so we went to tokyo and also kyoto, so it’s both inspiration from the energy of tokyo but also the countryside, the beautiful mountains of japan. the silhouette is really about longline, white trousers, to have a tunic or a dress on top, so it’s a little bit bohemian actually, new bohemian i would say. the main collection is 35% is from sustainable materials today, like recycled polyester or organic cotton, tencel, and other great materials. andreas löwenstam: we see the collection as very urban, of course it’s contemporary, i think there’s a guy who has great self-confidence and does have an interest in fashion, it’s not necessarily a tricky or difficult product because with menswear i believe you have to create products that are well know so here we really wanted to take it all the way and we were really creative and innovative with both the product and the quality. music from the show (for use only in context of the show, under cover of the right to information)