Press release

H&M STUDIO CHANNELS MAGICAL REALISM FOR A/W 2019 COLLECTION

H&M Studio is thrilled to unveil the campaign for its A/W 19 collection, “Magical Realism”, infused with a dramatic mood of feminine spirituality. Photographed by Christian MacDonald, styled by Ludivine Poiblanc, who also consulted on the collection, and modelled by Adut Akech in the endlessly energizing streets of New York, the collection comprises an arresting combination of sharp tailoring, silken dresses and heritage knitwear. The collection will be available at hm.com and in selected stores from September 5.

29 Aug, 2019 09:00 CEST

Designed to be versatile and timeless, the collection gives female power-dressing a game-changing makeover for a new era of confident women. The key pieces include the strong-shouldered Italian wool coat, the tailored wool suit with its nipped-in waist, tailored leather trousers, protective padded down nylon outerwear, elegant cotton and viscose blouses, bi-colour knee-high boots and fly-in-the-wind, recycled polyester dresses. A punchy colour palette of autumnal browns and mossy greens is offset by pops of tomato red and acidic yellow, alongside whimsical bespoke prints inspired by magnetic fields.

“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”

Angelica Grimborg, H&M Studio Concept Designer

“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”

Ludivine Poiblanc, stylist and creative consultant

About H&M Studio
H&M Studio is H&M’s most fashion-forward offering. Developed by a dedicated in-house design team at the brand’s Stockholm atelier, the limited-edition collections are unveiled biannually, in line with traditional international fashion schedules.
 

For more images please visit Image Gallery

To preview the Studio AW19 campaign site please go to hm.com

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