One of the most common complaints about Fashion Week is that the participating designers aren’t affordable or accessible to the average consumer. The luxury and unattainability of it all ostracizes fashion enthusiasts who might otherwise pay attention to the seven-day event.
One reason that affordable brands shy away from Fashion Weeks is because they can’t shoulder the exorbitant cost of a runway show. H&M, however, is one of the few mass retailers who can afford to produce a show, and they plan to do just that at Paris Fashion Week for the first time in eight years.
Sandwiched between a sea of shows including such designers as Chanel’s Karl Lagerfeld and Jean Paul Gaultier, H&M will take place on February 27th. The show will include 25 looks from the Fall 2013-4 collection and will be housed at Musée Rodin, where Yves Saint Laurent and Christian Dior have previously hosted shows. H&M’s show is predicted to draw a more diverse audience of viewers than its high-end counterparts.
The excitement building up around H&M’s fashion show begs the question why don’t more mass retailers with lower price points participate in Fashion Week. Since luxury designers only cater to a small sector of the buying public, the average consumer isn’t adequately represented during Fashion Week.