Inspired by an agenda-setting muse that is fearless, brave, and unafraid to make a statement, the Autumn collection is full of regal style references, including a custom-designed “Queendom” print in a graffiti-style scrawl. A punchy colour palette of royal blue, power purple, and acidic shots of orange and green enliven pale grey, black and cream staples; and the collection is made with more sustainably sourced materials such as recycled polyester, organic cotton and recycled polyamide.
Volume is a recurring theme: a puffer jacket, puff-ball mini dress and a series of wide-legged trousers featuring clever cut-outs at the knees are all key pieces. Then there’s a modern variation on a three-piece, pinstriped suit: a shrunken jacket and bustier top that pairs with baggy trousers. Equally important are skin-tight bodysuits, leggings and mesh tops, some sprinkled with sequins and rhinestones, which switch up the silhouette and emphasise elevated comfort. Underwear sets with multi-straps and metal ring details are designed to be seen, pairing just as seamlessly with sweatshirts and T-shirts as with cropped knitwear.
“We were inspired by modern women who can command power in any situation, whether they’re wearing a pinstriped suit or lace underwear. We wanted to create versatile designs that you can style to suit your mood, but that always hit you in the solar plexus – these are statement-making designs for confident women,”
says Linda Wikell, Concept Designer for H&M Studio
As for accessories, more is more: a rubberised rhinestone collar necklace and waterfall-style choker come with hardware-store fastenings and contain recycled zinc and brass, blending glamour with grit. Similarly, stiletto-heeled boots with a chunky platform toe and heavy gum boots, both partly rendered in VEGEA™, a plant-based alternative to oil-based and animal-derived leathers made from discarded grape skins left over, bring attitude to after-dark outfits.
“It feels like the right time for a strong Studio collection designed to make you feel like a queen. Comfort is still key, but we’ve amped up the attitude with empowering pieces in ultra-comfortable fabrics to make you look and feel confident,”
says Ann-Sofie Johansson, Creative Advisor at H&M
The AW21 Studio collection launch will also coincide with a collaboration with Sellpy, the digital platform for pre-loved clothing which now operates in 24 European countries. A selection of H&M Studio pieces from the archive, handpicked by Ann-Sofie Johansson and the H&M design team, will be available at Sellpy from September 2.
For more information and background around the campaign, including additional imagery and products, please source H&M Magazine