It was announced late January that the Swedish Fashion retailer H&M will show 25 looks from their autumn/winter 2013 collection during Paris Fashion Week.
It may be a first for the Swedish fast-fashion brand and its attempt to break into the esteemed, high-fashion scene of international Fashion Weeks, but brands like Topshop, River Island and Whistles have been showing in London for a while.
The concept of Fashion Week has evolve over the years in many ways; allowing bloggers into the fold, focusing more on the commercial aspect of fashion week and streaming the shows online.
H&M is, in many ways, breaking the glass ceiling of the highly exclusive and hierarchical scene of Paris Fashion Week. In addition, probably the most controversial aspect of H&M entering Paris Fashion Week’s Official Schedule is the company’s choice of location. Musée Rodin in the 7tharrondissement has previously hosted fashion legends like Yves Saint Laurent and Dior.
But there is a deeper running fear. What will happen to the exclusive world that is Paris Fashion Week? And how will fashion change with H&M’s arrival?