Anne-Sofie Johannson, head of design for H & M stated in a telephone interview“ It was a good surprise, I hope. This is a way for us to show we can do so many more things than what we have in our stores”.
H & M unveiled plans to introduce a“ Red Carpet” collection to its retail stores this spring, giving women access to off the rack garments similar to those worn at events such as the Oscars, at a modest cost of approximately $ 650.
This cleverly orchestrated media stunt served to spring board H & M into the public’ s attention, just a few days before the retail giant unveiled its fall collection at the Musee Rodin during Paris Fashion Week. Following in the footsteps of Dior, Yves Saint Laurent and Tom Ford, who had previously shown their lines in the garden behind the Musee Rodin, H & M put on an extravagant show geared to steal media attention and firmly entrench them as a viable Haute Couture label.
Shying away from traditional runway centered shows H & M constructed a fantasy like apartment set, complete with more than 15 themed rooms within a marquee in the garden. Each room carried its own theme, such as a Moroccan lounge, Art
Deco sitting room, faux kitchen and marbled child’ s bedroom. Attendees were perched on barstools, seated on couches, beds, marble slabs, some seated around a large decorated
40 | The LA Fashion magazine