H&M STUDIO COLLECTION CAPTURES THE NEW STYLE BEAT
Jazz-inspired principles of reinvention see classic silhouettes reinvigorated with fresh pace for the new H&M Studio collection. Looking to musicians whose wardrobes seamlessly transition from day to night and from spotlight to backstage, each versatile piece is designed with a refreshing lack of formality. With relaxed tailoring, laid-back dresses and sleek accessories, a feeling of ease abounds. The latest H&M Studio collection will be available in South Africa from 26 September at Sandton City and online from Superbalist.com.
“H&M Studio is all about easy wardrobe solutions – the kinds of timeless, multi-purpose pieces that take you from a working day to drinks and dinner, helping you to feel polished but relaxed. This season mixes pulse-racing pieces that are objects of desire, reworked classics that you’ll wear year after year, and then the accessories that give every outfit a cool edge,” says Ann-Sofie Johansson, creative advisor and head of design womenswear at H&M.
Key pieces revel in the chance to reinvent classics with fresh attitude. A trusty trench coat has extended epaulettes for a modern statement. Dark-wash denim with a metallic weave exerts a unique pull alongside shruggable suiting and feminine jersey dresses. Edgy accessories add boldness, like the XL tote bag and rhinestone-sparkling jewellery. The collection foregrounds high-quality compositions, with highlights including cashmere, Merino wool, and organic cotton.
“For this collection, the design team was inspired by the strong but easy-going style of jazz musicians, throwing on a look and hitting the stage, then out into the night. As always with H&M Studio, there’s a focus on the juxtaposition of masculine tailoring and feminine dressing. We’ve remixed classics in fresh, exciting combinations for a modern wardrobe proposal,” says Linda Wikell, concept designer at H&M.
ABOUT H&M STUDIO
H&M Studio is H&M’s most directional, fashion-forward offering. Launched in 2013 and developed by an in-house design team at the brand’s Stockholm atelier. The limited-edition collections are unveiled several times a year.
