Here’s everything you need to know about the H&M Studio SS24 collection that’s launching globally on 29 February.
More than a decade after H&M first introduced H&M Studio, the fashion-forward branch has continued to excite the realm of all things style with intriguing limited edition offerings. Led by H&M’s creative advisor and head of design womenswear Ann-Sofie Johansson and H&M Studio’s concept designer Linda Wikell, H&M Studio is really all about dressing effortlessly. That very notion is clear with the H&M Studio SS24 collection.
At the core of H&M Studio’s SS24 ensemble is the aura of comfort and ease — inspired by musical artists and their laidback personalities. Utilitarian pieces take centre stage in modern reiterations of 1970s fashion characteristics. With a heavy focus on sustainability and hence, the utilisation of high quality materials, the H&M Studio SS24 collection comprises components such as Infinna (a cellulose fibre), organic cotton, chrome-free leather, and premium wool as well as recycled steel and brass for accessories.
Ann-Sofie Johansson on the collection: “How do you build a modern wardrobe? That’s the question we discussed as a design team for S/S24, revisiting the building blocks of 1970s style — a time of great cultural change — but reimagining them in versatile new ways that encourage self-expression”. With that being the backbone of the mood board, the H&M Studio team has created pieces such as a snakeskin printed mini dress, leather code in pale blue and maxi dress in burnt orange. They also looked at the House’s archive to reintroduce a very chic and classic sharp shouldered blazer.
As for accessories, the H&M Studio SS24 collection comprises everything from statement diamante tips-fitted metallic necklace and knotted rhinestone earrings to a padded H&M bag in snakeskin and soft beige nappa leather knee-high boots. As expressed by Linda Wikell: “This season the design team had a free-spirited creative in mind, on the move and ready for adventure. Looking to 1970s wardrobe codes and infusing them with contemporary cool, we wanted to give the collection a very curated feel, with hero items like a leather coat or a fabulous pair of knee-high boots that you could wear in lots of different combinations”.
Iconic supermodel Victoria Ceretti stars in the H&M Studio SS24 campaign. Shot by Dan Jackson, the Italian personality can be wearing delightful and alluring designs from the collection. The natural landscapes as backdrops allude to the idea of liberty that inspired the making of the clothes. The H&M Studio SS24 collection is available at the Lot 10 flagship store and on hm.com on 12 March 2024. Are you excited for the drop?
Learn more about the H&M SS24 collection HERE.
(All photos by Dan Jackson for H&M)
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Written by
Ronn Tan
Senior Writer, Fashion & Dining
After graduating with a Masters in Fashion Journalism from Instituto Marangoni London, Ronn took on a role as Lifestyle Writer. Now on a more project-centric position with Lifestyle Asia, he actively writes about drinks, fashion, and everything cool. When he's not typing on the laptop or managing a shoot, you will find him visiting the newest restaurants or sipping on a Negroni.
