Following events in London, Stockholm and Milan, H&M just hit the heart of Paris with its H&M Studio AW24 collection, unveiling the much-anticipated pop-up in Le Marais. Spread across multiple floors, the space offers an immersive blend of high fashion, art and music. With futuristic metallic installations, a splash of H&M’s signature red, and curated music, the event kicked off the public pop-up that opened on September 24 and 25, offering attendees a chance to shop the collection before its global launch on September 26.

Here’s what went down on the opening night. 

IT WAS HOSTED IN PARIS’ CREATIVE HUB

Galerie Joseph, a contemporary gallery known for hosting many fashion installations, was transformed into a bright red H&M wonderland. The space was wrapped in sleek metallics, splashes of vibrant red, and floor-to-ceiling campaign imagery. Designed in collaboration with Perron-Roettinger, it was the perfect blend of H&M’s signature Scandi style with a Parisian twist.

OLIVIA DEAN PERFORMED

For those lucky enough to attend the opening night, there was an intimate performance by English neo-soul singer Olivia Dean. She was followed by DJ sets by MELANIN, Kiddy Smile and Andy 4000.

SUPERMODELS, PRESENTERS AND MORE SHOWED UP

H&M’s Paris pop-up attracted a stylish crowd of influencers and fashion insiders with guests such as Tina Kunakey, Elsa Hosk, Yasmin Finney, Olivia Dean, Ziwe, Amelia Dimoldenberg, Jazelle and Ceval.

French social media sensation and H&M Paris city host Paola Locatelli also made an appearance, adding to the star power of the event. Guests mingled, snapped photos, and previewed the collection while indulging in treats from burgers from Dumbo and Wild & The Moon.

THERE IS STILL TIME TO ATTEND THE POP-UP

Open to the public, the Paris H&M Studio AW24 pop-up is located at 116 Rue de Turenne, 75003 Paris. From 11 am to 7pm, you can shop the new H&M Studio AW24 collection before its global launch in stores and on hm.com on Thursday.

ALMOST HALFWAY THERE 

With H&M’s event series almost halfway there this is your chance to get involved before it’s over for good. Berlin is next, head here to find out how to attend and stay tuned here for all things H&M event series.