PARIS — By the time these words are read the H&M Studio Spring / Summer 2017 collection might well have already been sold out long after it had reached the runway late into Wednesday evening in an event that was livestreamed the world over. Such is the global reach of the Swedish clothing brand described in many quarters as purveyors of fast fashion. Needless to say that contentious debate was not on the cards for this event, which to be clear was a buy-now spectacle for Spring 2017. And if H&M’s commitment to publicity were ever in doubt, The Weeknd was tapped to perform live before the seated audience and the throngs of models jostling for camera attention in front of the stage following the runway portion the program. This was a proper media event, which drew out the likes of Lucky Blue, Pyper America, Daisy Clementine, and Starlie Cheyenne, also known as The Atomics and many more. Walking for H&M Studio on the night were no fewer than seven models from across the Next network including Grace Elizabeth, Jhona Burjack, Lineisy Montero, Luis Borges, Elizabeth SaltJulian De Gainza, Selena Forrest.

Credits include: Client, H&M; Collection, H&M Studio Women’s Ready-To-Wear Spring / Summer 2017; Styling, George Cortina; Hair, Eugene Souleiman; Makeup, Mark Carrasquillo; Show direction, Alexandre de Betak; Show production, Bureau Betak; Casting, Piergiorgio Del Moro, Samuel Ellis; Video, Damien Neva at Next Management.