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