H&M STUDIO S/S20
Embrace the freedom of style mantra
By bazaar staff
This season, H&M is giving us a style mantra to meditate on. Curious, colourful, courageous: H&M Studio’s S/S20 collection is made for a modern and free spirit whose style is as eclectic as her travels, explorations, and discoveries. It was a research trip that sparked the design aesthetic for the collection. Inspired by the lunar landscape and laid-back surf culture of the Swedish island of Gotland, a carefree vibe and electric color palette of muted and bright contrasts dominates the collection. It’s 2020, and we’re totally feeling the entire ‘everything-goes’ vibe, from our politics to our wardrobes. It’s that dishevelled, yet 76
put together look that just looks seamless yet so well thought-out. It’s effortless, and you’ll find the perfect elements for your new season outfits in the H&M S/S20 collection. You can pair your chunky knits with sporty swimsuits, voluminous wear-anywhere dresses with platforms, and rawedged tailoring with futuristic Lurex layers. That's the beauty of the entire collection, it seamlessly works together. “The collection muse is a forward-looking free spirit – someone who surfs, climbs, explores and who wants to experience new things. The collection is both raw and refined: natural fabrics with raw edges are mixed with refined elements, such as shiny metallics and futuristic accessories. There’s a freedom in the way the collection can be worn, too: we want our customers to feel that anything goes,” says Ann-Sofie Johansson, Creative Advisor at H&M.
KEY PIECES Tactile layers and psychedelic color hits create a new insouciant mood. Key pieces include an airy electric pink floor-sweeping dress; a limestone-hued, strong-shouldered cropped jacket with raw-edged hems and matching widelegged trousers; a striped pair of crisp, cream cotton jeans; a thick-weave crochet cardigan in pink, cream and beige stripes; and chunky cream platform ankle boots. FABRICS Natural viscose/linen mixes give tailoring a louche ease; twill-jersey blends lend leggings and tailoring an athletic edge; organic cotton offers a selection of blouses and denim pieces a carefree, capacious quality; and recycled polyester adds a weightlessness to several oversized dresses.