Between their recreated Margiela collection, doing Helen Hunt's Oscars dress and now hosting their first-ever runway show in Paris on Thursday, H&M has truly blurred the boundaries between fast, mass fashion and the prestige world usually reserved for luxury brands.
The Swedish retail giant put on an impressive Paris Fashion Week showing, attracting the stylish likes of Ashley Olsen, Chloe Moretz, Emma Roberts and model Jessica Stam to a Musee Rodin-adjacent tent designed to look like a ritzy Parisian apartment.
According to WWD, the show was the "hottest ticket" in town. Which is no easy feat, given the fact that Alexander Wang showed his first collection for Balenciaga on Thursday, and heavy-hitters Nina Ricci, Rick Owens and Balmain have already come down the pike, as well.
The clothes -- which were modeled by the likes of current It-girls Cara Delevigne and Arizona Muse -- looked good, too, with a mix of the tailored, androgynous outerwear and feminine easy dresses that sell clothes. Standouts included a black-and-white faux-fur chubby that vaguely channeled the epic fur coat worn by YSL muse Betty Catroux on her 1968 wedding day. And a black short cape that will surely be snatched up by those excited to get in on the look in a still-safe way.
Additionally, the models on H&M's runway actually looked like they were having fun. Imagine that.
Despite the brand's fanfare as of late, Hunt's Oscars dress was skewered by Kelly Osbourne and Joan Rivers on E!'s annual Best and Worst Oscars Fashion show for being badly tailored and wrinkled.