Elevated essentials meet extraordinary eveningwear with H&M Studio’s S/S23 collection. Inspired by Hollywood’s Golden Age goddesses and modern-day megastars embracing a ‘go big or go home’ approach to style, the collection blends raw wearability with radical glamour. Extrovert after-dark designs and trophy outerwear mix with off-duty loungewear favourites and attitudinal accessories. The H&M Studio S/S23 collection will be available in selected stores and at hm.com from March 2.
Key pieces promise all-eyes-on-me statements. For women, sensational volume-pumped evening dresses that sweep the floor and graze the thigh are offset with star-off-duty outerwear bursting with buzz: an oversized trench, a leather motorcycle jacket and a faux-fur jacket all radiate confidence. Cool-girl denim and everyday-luxe sweats equally guarantee maximum elegance with minimal effort, alongside snappy accessories, such as glossy, premium-leather ankle boots, rhinestone-trimmed lingerie and enormous sunglasses. Two womenswear pieces, an oversized vest and a high-waisted maxi skirt both made from a blend of organic and post-consumer waste cotton, have been embellished with hundreds of hand-sewn buttons. The buttons are partly made from post-consumer recycled plastic sourced by Bengaluru’s waste-pickers and reclaimed from the streets in India, part of an ongoing partnership between the H&M Group and the social enterprise Hasiru Dala Innovations.
In line with H&M’s sustainability goals, every item in the collection is made from more sustainable materials including organic cotton, recycled polyester, chrome-free leather and Naia™ Renew, a circular fiber produced from 60% sustainably sourced wood pulp and 40% certified recycled waste materials.
“Fashion is in a daring mood this season and for Studio S/S23 we wanted to push the envelope in terms of colour and silhouette. At the same time, we offset the more extravagant eveningwear styles with really easy shortcuts to timeless style, such as a leather biker jacket you could wear again and again,”
says Ann-Sofie Johansson, creative advisor at H&M.
“This season the design team was captivated by the idea of a modern megastar who seamlessly glides between an attitudinal off-duty look and a glamour-centric red-carpet gown. For today’s social-media-savvy generations, keeping it real is as important as looking a million dollars, and we wanted to create a collection that can go from day to night, and from off-duty to on-duty, without compromising on flair,”
says Linda Wikell, concept designer for H&M Studio.
About the campaign
Kali Uchis, the Grammy-award-winning, Colombian-American artist, stars in H&M Studio’s S/S23 collection campaign, based on a typically fabulous day in the life of a magnetic pop star. Directed and photographed by Charlotte Wales and styled by Georgia Pendlebury, Uchis brings her signature seductive style to the campaign with a series of stylized images that expand on the theme of a dazzling life lived in front of the cameras.
About H&M Studio
H&M Studio is H&M’s most directional offering. Developed by a dedicated design team at the brand’s Stockholm atelier, the limited-edition, fashion-forward collections are unveiled biannually, in line with the traditional fashion schedules.
