H&M Studio A/W 2021: behind the scenes

A powerful and optimistic collection fit for new-gen queens.

Fearless, brave, and strong. These words may not be the first that come to mind when describing how you see yourself, due to the tough times lately. If you need a little help finding your way back to fierceness, this season’s H&M Studio aims to boost your courage and inspire you to express who you are.

The collection embodies the empowerment of a new-gen queen, with regal style references like “Queendom” statement prints, crystal bling and pops of royal blue. A limited-edition range that offers everything from maxed-out volume to skin-tight styles, punchy colours to graffiti-inspired scrawl, and streetwise loungewear to modern tailoring. In other words, versatile designs that will suit your every mood. And when it comes to accessories, the message is clear: the blingier, the better.

We talked to Linda Wikell, Concept Designer for H&M Studio, to find out more about the collection and the thoughts behind it.

WHY DID YOU GO FOR A REGAL THEME THIS SEASON?
“The collection and its theme are really a reflection of the power, freedom and optimism that so many movements and people are expressing and fighting for now. Our muses and inspiration grew from forces within various fields: music, arts, politics … both high and street-level heroes and champions.”

THE “QUEENDOM” PRINT IS FEATURED THROUGHOUT THE COLLECTION. TELL US MORE ABOUT THE GRAFFITI-STYLE DESIGN! HOW DID YOU COME UP WITH IT?
“We wanted something really clear and straightforward, a no-fuss kind of expression. Our print designer Moa Bartling hand-scribbled the word “queendom” in different styles, and we loved the feeling of it and decided to do it just like that.”

WHAT’S THE THOUGHT BEHIND THE PUNCHY COLOUR PALETTE?
“The colours express the overall mood of the collection: unapologetic orange, majestic blue and powerful purple.”

THE COLLECTION MIXES MANY DIFFERENT DESIGN ELEMENTS. HOW TO STYLE THE PIECES?
“However you want! Personally, I love the contrast in volume in a silhouette. For example, the wide suit trousers with the shrunken blazer or the big puffer jacket with the orange leggings. The accessories in this collection are important and bold. Maximise any outfit with the bold rhinestone necklace or the sharp, high-heeled boots. Or both.”

WHO IS THIS COLLECTION FOR?
“Anyone who takes on obstacles, prejudices and challenges with their head held high, no matter the size of their realm—and who wants their style to reflect their power and ambition.”

HOW DO YOU WANT PEOPLE TO FEEL WHEN WEARING THE GARMENTS?
“Unapologetic, boosted and invincible.”

This season, the H&M Studio campaign was shot in London and art directed by Pierre Yves Morvan at Dazed Studio. Muses and models Jazzelle Zanaughtti, Ajok Daing, Kicki Yang, Ariish Wol and Barbara Valente were captured in energetic yet ethereal films and images, and each person manifests the spirit of the collection—expressing their personality, strength, and invincible attitude.

The H&M Studio AW21 collection will be available 9 September worldwide, 23 September in the US & Canada. Follow #HMStudio on Instagram and Twitter to not miss any updates.

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