Introducing H&M Studio A/W 19
Sharp tailoring, silken dresses and heritage knitwear. For autumn and winter 2019, H&M has created a sharp and tailored collection infused with a dramatic mood of spirituality.
When developing H&M Studio, the brand’s most fashion-forward capsule collection, a dedicated team based out of the Stockholm atelier has designed a line for women who dress for themselves and embrace the magic in everyday life. Accordingly, the campaign is photographed in the endlessly energising – and magical – streets of New York.
“We were inspired by the notion of finding the magic in the everyday. Every piece in this collection is designed to empower the 24/7 modern woman seeking out clothes that are long-lasting and timeless but also have a soft, spiritual element, too. There are so many wardrobe classics in this collection that can be styled to suit an urban lifestyle and will last for years to come” says Angelica Grimborg, H&M Studio Concept Designer.
The collection’s key pieces — that convey Angelica and the team’s notion — include a strong-shouldered Italian wool coat, a tailored wool suit, tailored leather trousers, padded down nylon outerwear, knee-high boots and an array of elegant blouses and recycled polyester dresses, all in an autumnal colour scheme (with a few punches of tomato red and acidic yellows) alongside whimsical prints inspired by magnetic fields.
While developed in the Stockholm atelier, stylist Ludivine Poiblanc has collaborated with the design team as a creative consultant.
“This collection is a celebration of the modern woman. She is deeply free, empowered and stands up for what she believes in. She dresses for herself, which translates as a mix of classic shapes with more avant-garde pieces. We chose to photograph the collection on the bustling streets of New York – a melting pot of energy and diversity – to represent this spirit of freedom, strength and energy”, says Ludivine Poiblanc.
H&M Studio AW19 is available online and in selected stores world-wide starting 5 September.