THE STORY BEHIND H&M STUDIO S/S 16

THE STORY BEHIND H&M STUDIO S/S 16

After last season’s sojourn in outer space, H&M’s Studio collection is back on Earth with functional jackets, long flowing dresses, off-the-shoulder blouses and cotton canvas backpacks. This is what happens when boho meets sportswear.

THE STORY BEHIND H&M STUDIO S/S 16

The Studio collections are H&M’s most fashion-forward lines and drop bi-annually. Last season, the capsule collection drew inspiration from outer space and was presented in a lunar landscape with Caroline De Maigret playing tunes from inside a lunar module at Paris Fashion Week. This time, the hotly anticipated collection has made it back to earth, but still with the idea of travelling as its biggest inspiration. For spring and summer 2016 we don’t have to leave the planet – or even our homes – just because we’re wearing H&M Studio. 

The designer’s behind the collection have been inspired by physical as well as spiritual travelling and have had an active, free spirited woman in mind when creating the collection. Studio S/S 16 is about packing a bag and taking off to destinations near or far and being ready for anything, whether it’s climbing a mountain, going to the beach or dancing poolside at a glamorous party. 

We sat down with creative advisor Ann-Sofie Johansson to get in on what we can expect from the collection and what items the team behind it love the most. 
 

We had a vision of a traveller, a woman who can fit her life into a backpack and take off to destinations far or near


CREATIVE ADVISOR ANN-SOFIE JOHANSSON
 

HI ANN-SOFIE. WHAT WILL WOMEN WEAR THIS SPRING AND SUMMER?
“The 70s trend is still big, although it has evolved and taken new forms over the past year. We will also see a lot of sports references, stripes and functional yet feminine garments. We want to see more skin this season and big trend items are off-the-shoulder blouses, peek-a-boo-dresses and visible swimwear. You should wear your bikini with a transparent or loose top over it!”

WHERE DID YOU FIND INSPIRATION FOR THE NEW STUDIO COLLECTION? WHAT HAVE YOU LOOKED AT?
“When we started working on this collection we had a vision of a traveller, a woman who can fit her life into a backpack and take off to destinations far or near, physically or spiritually. Studio S/S 16 reflects the state of mind of a traveller. In one way we’ve been inspired by the film Wild (2014) – not regarding the main character’s sense of style, but rather her way of life.”

WHAT ARE THE KEY PIECES IN THE COLLECTION?
“This collection is about having your hands free and being as active as you can. So I’d say that the backpack is definitely key. It’s made of cotton canvas and has leather details. Overall, there’s a lot of workwear inspiration, like the outside-placed pockets on the functional jacket or the suit jacket. Those two items are also key.”

WHAT’S YOUR PERSONAL FAVOURITE GARMENT IN THE COLLECTION?
“I love the striped blazers, trousers and dresses and the functional jacket and vest. They’re water resistant and made in high-quality technical materials.”

CAN YOU TELL US ABOUT THE MATERIALS YOU’VE WORKED WITH?
“For the Studio collections, we work with upgraded qualities like silk and leather. There are a lot of natural materials with a raw feeling, like linen and cotton canvas. For the functional garments like the jacket, vest and the tights, we’ve worked with high quality sports materials.”

WHY DO YOU ONLY SHOW THE STUDIO A/W COLLECTIONS AT PARIS FASHION WEEK?
“It’s simply because autumn and winter collections are a bit more fun to show since there are more layers and more garments. Instead of having a fashion show for the spring/summer collection, we had an event at the Louvre in Paris during Paris Fashion Week in September.” 

DESCRIBE THE COLLECTION IN THREE WORDS.
“Relaxed yet elegant.”

 

H&M Studio S/S 16 is available in selected stores and online starting 25 February.
 

Ann-Sofie Johansson.
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