Music
WEBWIRE – Friday, September 20, 2024
Jazz-inspired principles of reinvention see classic silhouettes reinvigorated with fresh pace for H&M Studios A/W24 collection. Looking to musicians whose wardrobes seamlessly transition from day to night and from spotlight to backstage, each versatile piece is designed with a refreshing lack of formality. Juxtaposing oversized outerwear in leather and shearling with relaxed tailoring, laid-back dresses and sleek accessories, a feeling of ease abounds. The H&M Studio A/W24 collection will be available in selected stores and at hm.com from September26.
H &M Studio is all about easy wardrobe solutions the kinds of timeless, multi-purpose pieces that take you from a working day to drinks and dinner, helping you to feel polished but relaxed. This season mixes pulse-facing pieces that are objects of desire, reworked classics that youll wear year after year, and then the accessories that give every outfit a cool edge,
says Ann-Sofie Johansson, creative advisor and head of design womenswear at H&M.
Key pieces revel in the chance to reinvent classics with fresh attitude. A trusty trench coat has extended epaulettes for a modern statement. A shearling jacket is a byword for glamour with a oversized silhouette. Dark-wash denim with a metallic weave exerts a unique pull alongside sharply-cut leather trousers, shruggable suiting and feminine jersey dresses. Edgy accessories add boldness, from optic white sling-back pumps to thigh-high boots, an XL tote bag and rhinestone-sparkling jewellery. The collection foregrounds high-quality compositions, with highlights including chrome-free leather, cashmere and Merino wool, and organic cotton.
For fall, the design team was inspired by the strong but easy-going style of jazz musicians, throwing on a look and hitting the stage, then out into the night. As always with H&M Studio, theres a focus on the juxtaposition of masculine tailoring and feminine dressing. Weve remixed classics in fresh, exciting combinations for a modern wardrobe proposal,
says Linda Wikell, concept designer at H&M.
ABOUT H&M STUDIO
H&M Studio is H&Ms most directional, fashion-forward offering. Launched in 2013 and developed by an in-house design team at the brands Stockholm atelier, the limited-edition collections are unveiled several times a year.
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