Press release

H&M Presents H&M Studio SS21 – An Adventurous, Vibrant Collection Of Treasures

H&M is proud to present its ‘Treasure Forever’ SS21 collection, created with adventure and self-expression in mind. Permeated with the seize-the-day spirit of treasure-seeking explorers, the collection pays homage to whimsical and carefree fantasies and fairytales. The H&M Studio SS21 collection will arrive in selected stores as well as on Hm.com from 18 February 2021.

2 Feb, 2021 14:00 CET

Infused with the timeless appeal of enchanted explorers and daring dreamers, the collection offers strong sartorial hits with versatile modern casuals. Crafted, in the majority, from sustainably-sourced materials, this collection’s key pieces consist of the jacquard knitted sweater; the crushed velvet fringed black sweeping dress and the over-the-knee black boots in VEGEA leather. An electric colour palette of coral-orange and neon yellow, inspired by treasure and aquatic creatures, is balanced by neutral tones of beige and black.

H&M Studio pieces are designed to be cherished forever and so, for the first time, H&M Studio will be inviting customers to discover treasured pieces from past collections. An exclusive selection of archive pieces will be available to buy in two H&M stores globally: Berlin’s Mitte and Stockholm’s Sergels Torg stores.  

H&M will also partner with Sellpy, a digital platform for selling second-hand fashion. Through a dedicated destination site at Sellpy, customers in Sweden, The Netherlands, Austria and Germany can shop archive H&M Studio pieces from previous collections, hand picked by Ann-Sofie Johannsson, Creative Advisor - H&M, for the launch of Studio SS21. H&M Group is the majority shareholder at Sellpy. Across H&M’s social media channels, customers are also invited to revisit their favorite pieces from previous Studio collections or style their new-found SS21 treasure with a previous Studio look.   

‘The SS21 collection muse finds adventure and fantasy in the everyday. The collection is a concise edit of optimistic looks to feel comfortable and confident in. Versatile silhouettes go hand in hand with strong tailoring to create playful pieces for our customers to treasure forever.’

Ann-Sofie Johansson, Creative Advisor at H&M. 

‘We wanted to capture the attitude of a confident and self-expressive explorer, so there are lots of bold pieces with under-the-sea references. The fringed skirt feels almost octopus-like, whereas the cropped painted leather jacket is a modern take on a maritime classic. Similarly, we added elements, such as tendril-like curls and irregular buttons, so that pieces feel as if pulled-from-the-ocean.’

Angelica Grimborg, Concept Designer at H&M Studio

About the Studio SS21 campaign
The SS21 campaign mirrors this enigmatic energy with a film that sees ten talents embody self-love, power and individuality as they traverse both real and fantasy worlds.

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

For more information about Studio S/S 21 please visit the dedicated microsite

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