Studio S/S 2024
Introducing the latest spring collection from our in-house design team.
The next installment of H&M Studio was inspired by the relaxed style codes of the 1970s, which have been updated with a carefree contemporary essence. An effortless energy underpins the collection, with slouchy suits meeting flowing dresses, laid-back separates and sumptuous accessories. “S/S 2024 expresses a longing for adventure,” says Linda Wikell, concept designer for H&M Studio. “We envisioned a 1970s musician on the road, a creative soul that travels light, picking up pieces for her wardrobe along the way.”
H&M Studio has become synonymous with offering curated pieces made from exceptional materials with subtle yet striking details. Comfort and freedom were key for the S/S 2024 collection, rejuvenating timeless wardrobe staples with modern features. The earthy palette was inspired by the dusty golden plains of California, infused with bright pops of color.
The key pieces at the forefront of the collection? A burnt orange maxi dress with a flattering, figure-hugging fit, a fitted and flared double-denim two-piece in a vintage wash, a pale blue leather edge-to-edge coat that evokes off-duty style, rhinestone-speckled loungewear and a retro snakeskin-printed mini dress.
“How do you build a modern wardrobe?” asked Ann-Sofie Johansson, creative advisor and head of design for womenswear at H&M. ”That’s the question we discussed as a design team for S/S 2024, revisiting the building blocks of 1970s style — a time of great cultural change — but reimagining them in versatile new ways that encourage self-expression.”
Launching in-store and hm.com February 29.