H&M Studio A/W 2022

Fabulously multitalented and supremely stylish, the dynamic sibling duo Joel and Georgia Palmer are a fierce creative force. The two started out as models and actors but have followed their passions into DJing, styling, photography and creative direction, and the energy they bring to their many projects is undeniably electric. We had the pleasure to talk to them about creativity, style and how they brought the H&M Studio A/W 2022 collection to life.

YOU HAVE SUCH A UNIQUE TAKE ON FASHION. HOW HAVE YOU DEVELOPED YOUR SENSE OF STYLE? HAS IT BEEN A CONSCIOUS PROJECT OR A MORE ORGANIC EVOLUTION?

JOEL: It’s definitely just been organic in evolution, and somehow we have always coincided and matched in style even when we are not around each other. It’s actually kind of odd as there is a big age gap between us of seven years, but that doesn’t take away from our support and friendship as siblings.


GEORGIA: Our style takes inspiration from so many things, like ‘90s music videos and 2000s movies, and my brother and friends definitely influence me to step out of my comfort zone and express my creativity. I like to play with masculine and feminine looks. Once I know which side of the spectrum I’m feeling inspiration from, the rest follows.

HOW IMPORTANT TO YOU IS WHAT YOU WEAR? WHAT DO YOU WANT YOUR STYLE TO CONVEY TO THE WORLD?

GEORGIA: I think Joel would agree that creating something new with styling — building a character — can be so empowering! And on a good day it comes with an inner confidence, a bounce in your step if you will! I think it’s important for people to challenge themselves and question their creative expressions.

DO YOU SEE STYLE AS A CREATIVE OUTLET?

JOEL: Absolutely, style has been an outlet for us starting from when we were very young, when we were both feeling very out of place in our youth, and today I think it helps us feel like we are a part of something special that we’ve created.

HOW DID WEARING H&M STUDIO A/W 2022 MAKE YOU FEEL? HOW WOULD YOU DESCRIBE THE MOOD OF THE COLLECTION?

GEORGIA: The collection is fabbbb! I love it so much. It varies in moods which is why it’s so good. It’s fun, it’s ambiguous, but it’s also contemporary and gender fluid. It was new, innovative and next level for H&M. The shoot was great fun, and I can’t wait to start wearing the looks. 

WHAT’S YOUR FAVOURITE OUTFIT FROM THE COLLECTION, AND WHAT WOULD BE YOUR DREAM SCENARIO FOR WEARING IT?

JOEL: Definitely the suit. I am already looking forward to getting my hands on it for an event. The pattern and cut is what I’ve been looking for: flared trousers with a ‘70s/‘80s oversize feeling and tailored pleated skirt. Honestly it’s just fab, and I felt fab wearing it. It’s giving Studio 54, and it would be a showstopper at an event there — take me back!

GEORGIA: My favourite pieces from the collection are the oversized suits, the monogram prints and the bug-eye sunglasses! They somehow remind me of 1920s classic cuts and Fifth Element new age era style at the same time. My perfect scenario would be to blast into the year 3000, dodge in an out of tall sci-fi buildings in my hover car and live out the futuristic fantasy.

Experience all the inspirational, adventurous and unexpected looks for yourself soon: H&M Studio A/W 2022 launches 13 October!