H&M Studio is H&M’s most fashion-forward offering. Developed by a dedicated in-house design team at the brand’s Stockholm atelier, the limited-edition collections are unveiled biannually, in line with traditional international fashion schedules. Check out the Spring Summer Collection with us…
The H&M Studio SS20 collection will be available for purchase at hm.com and in selected stores from February 20.
“The SS20 collection uses ‘freedom’ as its guiding mantra: it’s full of wardrobe solutions for a woman who surfs, climbs and explores. I particularly love the tailored items, which embody the collection’s balance of the raw and the refined – I’d wear the satin trousers and shirt with platform boots,” says Ann-Sofie Johansson, Creative Advisor at H&M.
Inspired by a research trip to the Swedish island of Gotland, the SS20 collection takes a carefree surf girl as its muse: one who mixes voluminous wear-anywhere dresses with raw-edged tailoring and sporty swimsuits. Key pieces include the electric pink recycled polyester dress, the limestone-hued viscose-linen cropped jacket with raw-edged hems and wide-legged trousers, the chunky cotton-nylon crochet cardigan, and the statement platform leather ankle boots. A colour palette of hot pink and cobalt blue with flashes of acid green dominates, set against limestone and cream. The collection will be split into two drops, with a high-summer offering of athletic swimwear and easy beach kaftans which will be available at hm.com from end of May.