PARIS - Paris' ready-to-wear shows mixed up iconic fashion veterans with a whole new sort of fashion player: H&M.
It may be a tricky ride ahead for the main street shop, which is now attempting to walk the snooty high-fashion runway.
Yet the company, which has still not been allowed on the official Fashion Week calendar, put on a buzzy show-spectacle replete with strobe lights, plasma screens and Jessica Alba, which may go some way in shutting up the detractors - at least until next season.
Here are the highlights of the day.
Jessica Alba earns millions but shops for $20
Alba may earn millions every time she does a movie, but it doesn't stop her counting her pennies.
The "Sin City" actress turned up at the show in a white H&M lace dress with black tights, hugging model Miranda Kerr for the cameras.
"Yes, I'm wearing H&M. It feels very romantic, sort of gothic. Red lips and black tights throw off the romantic lacing. Mixing high and low - that's how I dress," Alba told the Associated Press.
"I love shopping at H&M, and I can always find great pieces, if I need a great blazer or a pencil skirt," said the multimillionaire, momentarily forgetting she can afford a stylist.
H&M'S creative adviser speaks on fashion socialism
She's been one of the most influential figures in fashion, but H&M head designer for more than 20 years Margareta van den Bosch still wasn't allowed to finish her champagne ahead of the H&M show that channeled the knee-high boots, center partings and khaki shades of the '70s.
Van den Bosch, who happened to sit next to an Associated Press writer during the high-octane presentation, was pivotal in the company's high-profile collaborations with Karl Lagerfeld, Roberto Cavalli, Stella McCartney and Versace.
But van den Bosch remains down-to-earth and doesn't forget her roots.
This, despite the endless paparazzi flashes.
"I like fashion. I was a designer myself for 22 years when I started in '87 as head of design, and the vision was that we would make nice clothes at good value for money - something for all people. Fashion for everybody," she said.
But how does she answer the high fashion snoots that say lesser quality clothes have no place on Paris' esteemed runways?
"I really admire people that do things by hand and fantastic handcraft - but I think we can all exist. There must be a place for us all. Not everybody can pay for that haute couture, and they also deserve some fashion," she said.
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