H&M Studio – The story
Twice a year, H&M’s most fashion-forward line, H&M Studio, is launched. This season the collection is an explosion of vivid prints mixed with classic, American sportswear.
H&M Studio is one of H&M’s most anticipated collections and is often sold out quickly. Glamorous pool environments in Miami and Palm Springs together with classic American sportswear inspired the designers behind this years spring collection. It’s easy to see where the inspiration came from while browsing through the garments. The collection is full of free-flowing kimono silhouettes, blazers and shorts in vivid prints of green, orange, apricot, blue and pink. But there are also tube socks, sweater vests, and mesh in the mix.
Aside from Miami and Palm Springs, art deco, pool parties, tennis and golf have been keywords when finding inspiration for the line. Designer Ana Hernandez tells H&M Life about the most important pieces in the collection.
"I would say the luxurious pajama set, the hat and the slip in shoes are all essential for the look. The dresses and of course the flamingo, palm tree and cactus prints are important too."
H&M Studio consists of a wide range of materials – silk and suede are two examples. In a dark red burgundy tone the designers have created a short skirt, a purse, and a bomber jacket in suede.
"Compared to working with other H&M lines, the Studio collection is a small capsule collection, which allows us to work with a higher fashion level and upgraded qualities."
The Studio collection is a small capsule collection, which allows us to work with a higher fashion level and upgraded qualities.Designer Ana Hernandez
The collection will launch worldwide on March 12th and demand will be high. To get your hands on some – or all – of the items you need to act fast. Ana Hernandez hopes to see anyone interested in fashion wearing the line.
When designing the collection several icons have inspired the team. Two of them are Kate Moss and Jane Birkin. Others are artist Sky Ferreira and model Dree Hemingway. The latter being one person Ana Hernandez would love to see wearing her designs.
"H&M Studio is for everyone who loves fashion, but sure, it would be great to see her wearing it! She has such a great style and look."
Despite the collection being inspired by glamorous pool environments, the clothes can be worn anywhere – to any occasion.
"It’s a mix of trendy and timeless, sophisticated and sporty.
Depending on how you style the clothes you can wear them at the beach
as well as at a cocktail party", says Ana Hernandez.
The collection is sold in selected H&M stores and online from March 12th.