H&M is no stranger to the runway or extravagant parties. Just look at some of the celebrations they’ve created for collaborations including Lanvin and Sonia Rykiel. However, with the arrival of Paris Fashion Week this season, H&M is expanding their presence … with its own fashion show!

On February 27th, the fashion fashion retailer plans to show 25 looks from its fall 2013 collection at the Musée Rodin. The venue is notable for previous designers who’ve showcased their collections there, including Yves Saint Laurent and Dior. While it’s important to note that this is hardly H&M’s first foray in the runway, it is the first time in over nine years that the retailer will be showing fashions in such a manner that don’t revolve around designer collaborations. Could this be a sign they’re moving past what’s now the norm?