Clothing retailer H&M looked to digital outlets and immersive content to expand the reach of the runway show for its S/S 2017 collection at Paris Fashion Week. The live stream was held in conjunction with H&M Studio’s "see now, buy now" S/S 2017 collection inspired by “the strength and passion of ballet,” and featured both womenswear and for the first time, menswear. Following the show, the over 800 guests in attendance — along with a global audience watching live on H&M’s mobile-optimized Web site and via VR on H&M's YouTube channel — were all treated to a performance by the singer/songwriter The Weeknd, who played hits such as Starboy, Can't Feel My Face and I Feel It Coming.