Press release


Modern silhouettes take their cues from relaxed 1970s style codes for the new season, resulting in an H&M Studio’s S/S24 collection that majors in effortless style. Underpinned by fashion’s shift towards pragmatic clothes, the collection references the laid-back ease of musical artists. Freedom and adventure prevail as relaxed-fit suits meet flowing dresses and sumptuous accessories. The H&M Studio S/S24 collection will be available in selected stores and at from 29 February 2024.

1 Feb, 2024 12:30 CET

“Fashion is in a practical mood for spring, focused on wardrobe archetypes – a sharp overcoat, trusty denim jeans, a flattering dress – that convey quiet confidence. We wanted to capture that understated feeling with beautifully-cut contemporary pieces that nevertheless spark desire, easily translating from day-to-night, and from season to season,”

Ann-Sofie Johansson, creative advisor and head of design womenswear at H&M.

Key pieces rejuvenate wardrobe classics with of-the-minute details. A pale-blue leather coat communicates simple sophistication alongside relaxed tailoring, including a sharp-shouldered blazer reissued from the H&M Studio archive. Fitted and flared denim exudes laid-back polish together with rhinestone-speckled loungewear. As night falls, a snakeskin-printed minidress hits a subtly retro note alongside a flattering burnt-orange maxi dress. Attitudinal accessories span smooth knee-high leather boots, low-heeled leather mules and bold rhinestone jewellery. The signature padded H&M Studio bag, a recurring favourite across the seasons in varying colourways and sizes, returns in a snakeskin-printed, scaled-down iteration. The collection emphasises high-quality compositions, with a range of more sustainable and conventional materials. Highlights include chrome-free leather, premium wool, organic cotton and Infinna, a cellulose fibre made from post-consumer textiles. Starring the Italian model Vittoria Ceretti against a diverse natural landscape, the S/S24 campaign is photographed by Dan Jackson.

“This season the design team had a free-spirited creative in mind, on the move and ready for adventure. Looking to 1970s wardrobe codes and infusing them with contemporary cool, we wanted to give the collection a very curated feel, with hero items like a leather coat or a fabulous pair of knee-high boots that you could wear in lots of different combinations,”

Linda Wikell, concept designer at H&M Studio.


H&M Studio is H&M’s most directional, fashion-forward offering. Launched in 2013 and developed by an in-house design team at the brand’s Stockholm atelier, the limited-edition collections are unveiled several times a year.

For more information and background around the campaign, including additional imagery and products, please source H&M Magazine