Immersive fashion pop-up: capsule and second-hand collections in a futuristic Paris setting

Fashion alert! H&M is back with a new pop-up in the Marais district, just in time for Paris Fashion Week! Following the success of its previous pop-up a year ago, the Swedish retailer is back with a bang in an 850m2 space on two floors, until December 2024. The idea? To create a veritable fashion laboratory right in the heart of this emblematic Paris district.

Beyond the collections, this ephemeral boutique promises total immersion in the H&M universe, thanks to futuristic immersive installations designed by the American design studio Perron-Roettinger. The omnipresence of red, the brand's signature color, blends with musical playlists and daring decors for an unparalleled shopping experience.

Visitors can discover the Autumn-Winter 2024 men's, women's and children's collections, as well as a major new feature:"H&M Pre-Loved", the first 100% second-hand collection, renewed weekly and made up of second-hand clothes and accessories, from €7.99 to €299, mainly from H&M Group brands. In addition, there are the cutting-edge capsules "H&M Studio", "H&M Atelier" (for men) and "H&M Adorables" (for children), ideal for fashionistas in search of exclusive pieces.

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At the same time, a 186m2 space dedicated to the H&M experience will be set up on the first floor of the H&M Paris Lafayette flagship. And, to consolidate the link between fashion and culture, the brand is relying on a community of creative minds, headlined by influencer Paola Locatelli, who will be taking part in the musical events organized throughout the operation.

A pop-up store combining fashion, second-hand and innovation. Fashion Week obliges, it's the place to be this season!