THE STORY BEHIND H&M STUDIO A/W 16

The Story Behind H&M Studio A/W 16

80s-inspired suiting, romantic folklore and gaucho hats. This is what you need to know about the buzzed collection.

H&M STUDIO A/W 16 HOOD

“It’s about the strength and beauty of women, and how we express power through our style.”

For several years, H&M has shown its autumn/winter Studio collection at Paris Fashion Week. After taking a bow at the March show, creative advisor Ann-Sofie Johansson talked about the inspiration behind it for the first time – and since it’s H&M’s only collection in sync with the fashion calendar, there’s a six-month gap from show to store. We sat down with Ann-Sofie to find out more about the capsule that drops on Thursday 8 September.

“Compared to our other collections, H&M Studio is upgraded in both materials and details and has more edge. The Studio collection is high fashion.”

In contrast to last autumn’s collection, which drew inspiration from futurism and outer space, this line has gone in the opposite direction. 

We’ve mainly drawn inspiration from Swedish history and culture. It’s a mix of folklore and traditional handicraft with lots of decorations.


CREATIVE ADVISOR ANN-SOFIE JOHANSSON
 

“We’ve mainly drawn inspiration from Swedish history and culture. It’s a mix of folklore and traditional handicraft with lots of decorations and embroideries, like the big red roses and embroidered chains. The Studio collection celebrates strong women, which is why we added the hats, which are inspired by gauchos and cowboys,” says Ann-Sofie Johansson.

HAVE YOU HAD A MUSE OR AN ERA IN MIND WHEN MAKING THE COLLECTION?
“We’ve been inspired by Swedish actress Ingrid Bergman, who was a strong woman with integrity. She went her own way, was unconventional and cool.”

The collection ranges from accessories with intricate beadwork to pinstriped power suits and velvet wrap-dresses. Last year's spaced-out line featured plastic details and other less conventional materials. This time, H&M has used soft and tactile fabrics – mohair, corduroy and chunky knits. 

WHAT’S YOUR FAVOURITE ITEM IN THE COLLECTION?
“I love the embroidered hoodie. As an item, it’s one of the essential items this season. You should wear it a bit oversized with the hood on.”

DO YOU HAVE DREAM CUSTOMER?
“I can’t answer this question. I want everyone who likes the clothes and likes fashion to wear it. It’s easy to mix the garments in different ways. It can look both edgy and simple.”

DESCRIBE THE COLLECTION IN THREE WORDS.
“Dramatic, bohemian, feminine.”

Ann-Sofie Johansson.


H&M Studio A/W 2016 is available in selected stores and online from 8 September.

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