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The popular H&M brand surprised with its luxurious light collection.

H&M Takes Over the World Fashion Week with the new Studio SS 2018 Collection!

Dominika Žejdl
09.Mar 2018
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2 minutes
Special section
Abstract patterns and airiness

The fashion show in Japanese style exuded a lot of positive energy

The H&M brand is loved by all and used to be considered a regular commercial store; now it got a completely new dimension. On this year’s Paris Fashion Week in Musée des arts Décoratifs it introduced a luxurious and unforgettable show in Japanese style and the store reached the high level of luxurious brands.


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Dominika Žejdl
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Ornella Koktová
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Názor PROTI PROUDU: Dominika Žejdl

Let your body breathe in elegant and fresh minimalistic models

The luxurious SS 2018 collection by H&M represents urban elegance and natural minimalism. At first sight you will notice that the collection is relaxed, with pure lines and original abstract patterns that do not disturb the warm energy exuded by the clothes – quite on the contrary. The used materials are luxurious, airy and comfortable, allowing your body to breathe and feel as if clothed in a light pleasant breeze. The color pallet includes red orange, green, white, yellow, black and sandy hues.

For us, the luxurious green neoprene swimsuit stood out the most – they will definitely be the MUST HAVE piece of this year’s collection. 

Even famous celebrities love and wear affordable high-quality fashion

A huge advantage of H&M is that it offers affordable, unique and high-quality fashion. This is why it is also loved by celebrities all over the world. The Paris Fashion Week featured the beautiful Naomie Harris, Alexa Chung and Joan Smalls and their beauty was even more punctuated by the pure lines in this collection. You too can be carried away by these perfectly crafted fashion pieces with elegant lines and style.

Prodej exkluzivní vily, Praha 4 - Kunratice
Prodej exkluzivní vily, Praha 4 - Kunratice, Praha 4

A bit of Japan in the Czech Republic at the Prague H&M Showroom

We had the opportunity to have a close look at and touch the luxurious models from the SS 2018 collection. We could not miss out on the invitation to the Prague H&M Showroom at Wenceslas Square to celebrate this new collection, which included the chance to see the presentation of minimalistic trends.

Just like at the spectacular show, here too the premises were decorated in simple Japanese style. Ladies in kimonos served traditional refreshing Japanese drinks spiced up with a small chili pepper and the chefs prepared an amazing sushi selection laid out on a large table.

The clothing was hanged on simple rods in the room so that we could inspect every detail. The presentation was attended also by famous Czech celebrities, such as Zuzana Stráská and Renata Langmannová, both wearing models from the H&M SS 2018 collection.

Dominika Žejdl

Názor PROTI PROUDU: Ornella Koktová

Ideal collection for downtown Prague or a trip to Rome

Floaty Japanese style interpreted by H&M in the center of Paris. In my opinion, this was a very interesting way of raising brand awareness, which has always focused on financial affordability for the masses. I personally am not a huge fan of Japanese style, but here I found a few models that I really liked

I definitely need to mention the model with a canary-yellow oversized sweater with perfect bell-shaped sleeves. Its combination with those yellow and white pants is spot on. First of all, it looks comfortable and chic at the same time! When you combine it with a few luxurious accessories, such as a bright blue Birkin purse by Hermés or a couple of Trinity bracelets by Cartier, you’ll bring this model to a whole new level. Sunday brunch in the Zlatá Praha restaurant or a trip to Rome? You can wear this outfit anywhere!

I think I’ve already made up my mind, what about you?

Ornella Koktová
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