To premier their latest collaboration with Sonia Rykiel, H&M celebrated with an elaborate fashion show in Paris, last night. The event featured larger-than-life decor including a ferris-wheel, illuminated Eiffel Tower and Alice-in-Wonderland inspired set. Champagne flowed freely during the decidedly pre-recession feeling fiesta which, in a final extravagant coup-de-grâce, literally rained free panties and pillows onto the excited guests.
This collection is the first of H&M's many collaborations to have a lingerie focus, though knitwear will follow in February as a 2nd tier of Sonia Rykiel for H&M. President and artistic director of Sonia Rykiel described the project saying:
"It is a hallmark of Sonia Rykiel to think of all women because fashion is about a certain spirit more than a question of means. This collaboration fits perfectly with our philosophy. The Sonia Rykiel pour H&M lingerie collection is the ideal way to offer the essence of Rykiel to a great number of women around the world, and a beautiful way to close the year. The knitwear collection is perfect for welcoming a colourful new season”