H&M to hit catwalks of Paris fashion week

Swedish cheap n' chic fashion giant H&M will take to the catwalk at Paris fashion week for the first time on Wednesday, hard on the heels of its Helen Hunt red carpet coup at the Academy Awards.

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Best supporting actress nominee Hunt bucked the trend for haute couture by teaming an enormous diamond necklace with a strapless midnight blue H&M gown at last Sunday's Oscars ceremony.

Now the budget apparel company is trying to storm another barricade by taking on prêt-à-porter week in Paris.

The show, featuring 25 outfits for autumn/winter 2013, will take place in the spectacular surroundings of Paris's Rodin Museum, which is dedicated to the works of French sculptor August Rodin.

The museum was a "mythical place" perfectly suited to the chain's plan to make an impact and provide an element of surprise, said a statement, adding the show could be viewed live on the chain's website www.hm.fr.

H&M has seen rapid recent expansion, including in China, with over 2,500 stores worldwide by the end of May 2012. Last year, the company opened stores in new markets Bulgaria, Mexico, Latvia, Malaysia and Thailand.

Wednesday is the second day of the Paris shows. The city is playing host to nearly 90 ready-to-wear collections and presentations over nine days, wrapping up on March 6th.

AFP/The Local/og
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