H&M Studio joins Copenhagen Fashion Week for digital show

By

Sandra Halliday

Published
Jan 25, 2021

Copenhagen Fashion Week said on Monday that H&M Studio will be joining its digital edition for this season, showing the direct-to-consumer SS21 collection.

The Swedish retail giant’s digital presentation will be part of the official schedule of the event at 14:00 CET on February 2.

It’s an important move as fashion weeks work to stay as relevant as possible and to grab as many headlines as they can in a world without the physical runway shows on which they once relied. 

H&M has always shown itself to be very adept as getting publicity for its H&M Studio line so the link-up should be mutually beneficial.

"We are happy that H&M have chosen to show their H&M Studio SS21 collection in Copenhagen as it continues to emphasise the importance of Copenhagen Fashion Week as a key global fashion week, for both its showcase of the leading Nordic brands and its dedicated focus on positive change in the fashion industry," said the event’s chief executive Cecilie Thorsmark of the news.