H&M is known and loved for its consistent drops of super chic staples that work in just about any and every wardrobe, but there are a couple of drops that the high street stalwart’s most loyal devotees keep an eye out for season after season.
Sure, one of those comes in the form of those designer collaborations (if you know you know), but the other – somewhat lesser well-known – remains a relatively well-kept secret amongst industry insiders. Want in? Two words: H&M Studio.
Undoubtedly H&M’s most directional, fashion-forward offering, the Studio collections are limited edition and unveiled biannually, having been developed by an in-house design team at the brand’s Stockholm atelier.
And if we’ve learned anything from the street style being spotted right now at Copenhagen Fashion Week, it’s that the Scandi set seriously know what they’re doing when it comes to putting an epic look together.
“There’s a new mood of exuberance in the air making us all want to dress up in fabulous clothes again,” commented Ann-Sofie Johansson, Creative Advisor at H&M. “It’s reminiscent of the va-va-voom spirit that defined fashion in the 1980s up to the early 2000s.”
“For the SS22 collection, we wanted to bring powerful, big-personality fashion back into the spotlight, offering versatile pieces that will inspire joy.”
Featuring everything from statement prints to super OTT embellishment and an electric colour palette, this collection is a dressing-up box of joy inspired by musical Gen-Z muses with expressive individualism at the heart of their aesthetic.
The campaign, which was directed and photographed by Reto Schmid and styled by Georgia Pendlebury, stars break-out model of the moment Devon Ross shot in South East London.
“For SS22 we had boundary-breaking musical muses on the mood board,” revealed Linda Wikell, Concept Designer for H&M Studio, of the creative process.
“We were inspired by their commitment to swerving clichés and expectations, both in their clothes and their attitudes. The collection is all about no-holds-barred fun, intended to help our customers build their very own optimistic new look.”
Scroll down to see the full collection, which will be available to shop in selected stores and online from February 24.