Key pieces come laden with attitude and ready for adventure. A cocooning fuchsia anorak, a strong-shouldered chocolate double-breasted overcoat and an electric-turquoise maxi fleece offer eye-catching takes on cold-weather classics. A high-fashion spin on the three-piece suit – oversized blazer meets flared pants and an endlessly versatile tailored skirt – is a modern answer to the workwear dilemma. A ruffled silver sequin dress and high-shine metallic co-ordinating shirt and trousers promise star power come cocktail hour. And in accessories, sparkling chocolate-brown thigh-high boots, a hot-pink padded clutch bag, Sci-Fi sunglasses, and a braided rhinestone collar necklace are conversation pieces with the ability to transform a look. In line with H&M’s sustainability goals, every item in the collection is made from more sustainably sourced materials including Tencel™, recycled polyester, recycled wool and recycled brass.
“How to dress for the future? That was the question the H&M Studio team was asking for autumn, as we discussed mankind’s inspiring missions to space. We came up with sharp, minimalist silhouettes that feel confidence-boosting thanks to bold, brave shots of colour – we wanted our customers to dare to dream,”
Ann-Sofie Johansson, creative advisor at H&M.
“With a moodboard filled with images of space, the design team thought about what to take on an intergalactic trip. We decided on a mix of practical pieces mixed with fabulous items. The silver co-ordinating set is my favourite look, but I’d wear the silver trousers with the padded grey T-shirt and the rhinestone necklace – it’s the perfect alternative to a party dress,”
Linda Wikell, concept designer for H&M Studio.
About the campaign
H&M Studio’s A/W22 collection campaign is an immersive journey through different worlds, blurring the lines between digital and physical dimensions to optimistic effect. The campaign stars siblings Georgia and Joel Palmer, London-based queer creatives who work across the worlds of fashion, music and the arts.
About H&M Studio
H&M Studio is H&M’s most directional, 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 and background around the campaign, including additional imagery and products, please source H&M Magazine