Revealing and releasing its SS20 Studio Collection, the high street stalwart has instantly made us forget all about the consecutive stormy weekends (despite the current torrential downpours) and focus solely on the season ahead.
After a week of fashion shows – 11 per day, to be precise – you’d think we’d be immune from the appeal of clothes for at least a couple of days. But despite London Fashion Week’s packed schedule, nothing could stop us counting down the minutes for today’s major H&M launch.
Bursting with colour, it’s one of H&M’s punchiest drops to days, with fuchsia, azure blue and pillarbox red forming the backbone of the collection’s palette.
But, being the reliable people-pleaser it is, for every outrageous hue the brand has also created a dreamy neutral – the cream lose-fit suit a major highlight.
“The collection is both raw and refined,” says Ann-Sofie Johansson, H&M’s Creative Advisor. “There’s a freedom in the way the collection can be worn, we want our customers to feel that anything goes.”
Natural viscose and linen blends give tailoring a more slouchy feel, while drawstring details, open-weave stitching, raw-edged hems and pleated ruching provide a fresh, modern finish.
Prints also form a huge part of this launch, with loose, abstract shapes adorning a number of the collection’s hero pieces.
“A research trip to the Swedish island of Gotland, where the landscape resembles the lunar surface, gave us ideas for textures and colour palettes,” explained Moa Bartling, H&M’s Print Designer. “I wanted to make the prints feel psychedelic, so we introduced an electric colour palette.”
The brand’s most fashion-forward offering, H&M Studio is limited-edition and developed by an in-house team at the brand’s Stockholm atelier.
Here are the 11 things our Fashion Editor is *quite literally* running out to buy as soon as the working day is done…