The H&M-owned brand went to the most glamorous city (Paris) at the most glamorous location (the Hôtel d’Évreux on Place Vendôme) to present the line. Models showed off the new items in the brand’s Atelier collection, which is a slightly pricier and elevated collection from the contemporary minimalistic looks in its main array.
The 18th-century design of the space played up the focus of the Atelier — which is all about using the finest fabrics and excellent craftmanship. “Occasionwear” is the best term to describe the mix of high-quality techniques with effortless designs.
“We focus on contemporary fits, with a heightened commitment to the craftsmanship and materiality,” design director Karin Gustafsson tells GRAZIA USA. “Throughout the design we have used dressmaking techniques often seen in couture, to create each piece from the inside-out — it’s that extra attention that gives an elevated feel to the pieces.”
The capsule featured a selection of dresses from maxi to mini, plus oversize suiting, and a variety of skirts and tops. Neutrals grounded the collection but there were also bright pops of orange throughout. Gustafsson says this season, the color palette was inspired by nature, and orange represents bursts of summer heat.
The beauty of the occasionwear aesthetic is that the clothes lend themselves to multiple events, from the dressed-up to everyday. “You will find pieces in honest materials such as linen — we really want it to feel versatile and would hope the wearer feels empowered, wearing garments to special occasion or mixing them in to their day-to-day wardrobe,” says Gustafsson.
For the designer, one item that was the most exciting to create is the silk dress with a scarf that comes in sand and black colors. “It has a built-in scarf detail that has beautiful picot edging and can be styles in multiple ways when on,” she shares. “Alongside this, our tailoring can be adjusted from the inside for the perfect fit.”
None other than Diane Kruger did an excellent job modeling the scarf look as she took a front-row seat at the presentation. Others on-hand included The White Lotus season 2 star Beatrice Grannò, who wore a similar beige suit.
Now, it’s time for Gustafsson and the team to look to the next collection. “We are continuing to find innovative ways to design and are constantly looking for new materials to bring into the collections,” says Gustafsson. “Looking ahead, we strive to stay curious and informed about future fashion. We hope to keep delivering collections that excite and feel relevant to our customer each season.”
This article originally appeared on Grazia USA.