After making stops in London, Stockholm and Milan, H&M is finally bringing its event series to Paris.

During Paris Fashion Week on September 24-25, the brand is taking over Rue de Turenne by transforming a sleek space into an immersive fashion experience that blends bold, experimental design with the timeless classics the Swedish brand is known for. Bringing H&M Studio AW24 to life, the pop-up space has been designed to complement the collection. Before the official opening, on September 23, H&M will be hosting a private celebration with special performances. The following day, the pop-up will open up for everyone at 11 am and feature DJs, coffee, macaroons and even an ice cream truck.

“H&M Studio is all about easy wardrobe solutions – the kinds of timeless, multi-purpose pieces that take you from a working day to drinks and dinner, helping you to feel polished but relaxed. This season mixes pulse-racing pieces that are objects of desire, reworked classics that you’ll wear year after year, and then the accessories that give every outfit a cool edge,” explains Ann-Sofie Johansson, creative advisor and head of design womenswear at H&M.

For this pop-up only, guests will be able to shop a limited-edition gold denim look – and a gold leather clutch, which will be available only during September 24-25. To round out the experience, visitors at the pop-up will be able to shop the H&M Studio AW24 collection before it launches globally on September 26.

Of course, similar to the previous events, the pop-up is for all to enjoy, so anyone can drop by and dive into the world of H&M Studio. Swing by 116 Rue de Turenne, September 24-25, and experience the future of fashion – no invite necessary.