H&M Studio A/W 2021: behind the scenes
A powerful and optimistic collection fit for new-gen queens.
31 августа 2021
Fearless, brave, and strong. These words may not be the first that come to mind when describing how you see yourself, due to the tough times lately. If you need a little help finding your way back to fierceness, this season’s H&M Studio aims to boost your courage and inspire you to express who you are.
The collection embodies the empowerment of a new-gen queen, with regal style references like “Queendom” statement prints, crystal bling and pops of royal blue. A limited-edition range that offers everything from maxed-out volume to skin-tight styles, punchy colours to graffiti-inspired scrawl, and streetwise loungewear to modern tailoring. In other words, versatile designs that will suit your every mood. And when it comes to accessories, the message is clear: the blingier, the better.
We talked to Linda Wikell, Concept Designer for H&M Studio, to find out more about the collection and the thoughts behind it.
WHY DID YOU GO FOR A REGAL THEME THIS SEASON?
“The collection and its theme are really a reflection of the power, freedom and optimism that so many movements and people are expressing and fighting for now. Our muses and inspiration grew from forces within various fields: music, arts, politics … both high and street-level heroes and champions.”
THE “QUEENDOM” PRINT IS FEATURED THROUGHOUT THE COLLECTION. TELL US MORE ABOUT THE GRAFFITI-STYLE DESIGN! HOW DID YOU COME UP WITH IT?
“We wanted something really clear and straightforward, a no-fuss kind of expression. Our print designer Moa Bartling hand-scribbled the word “queendom” in different styles, and we loved the feeling of it and decided to do it just like that.”
WHAT’S THE THOUGHT BEHIND THE PUNCHY COLOUR PALETTE?
“The colours express the overall mood of the collection: unapologetic orange, majestic blue and powerful purple.”
THE COLLECTION MIXES MANY DIFFERENT DESIGN ELEMENTS. HOW TO STYLE THE PIECES?
“However you want! Personally, I love the contrast in volume in a silhouette. For example, the wide suit trousers with the shrunken blazer or the big puffer jacket with the orange leggings. The accessories in this collection are important and bold. Maximise any outfit with the bold rhinestone necklace or the sharp, high-heeled boots. Or both.”
WHO IS THIS COLLECTION FOR?
“Anyone who takes on obstacles, prejudices and challenges with their head held high, no matter the size of their realm—and who wants their style to reflect their power and ambition.”
HOW DO YOU WANT PEOPLE TO FEEL WHEN WEARING THE GARMENTS?
“Unapologetic, boosted and invincible.”
This season, the H&M Studio campaign was shot in London and art directed by Pierre Yves Morvan at Dazed Studio. Muses and models Jazzelle Zanaughtti, Ajok Daing, Kicki Yang, Ariish Wol and Barbara Valente were captured in energetic yet ethereal films and images, and each person manifests the spirit of the collection—expressing their personality, strength, and invincible attitude.
The H&M Studio AW21 collection will be available 9 September worldwide, 23 September in the US & Canada. Follow #HMStudio on Instagram and Twitter to not miss any updates.
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Introducing H&M Studio S/S 2021
Timeless styles for every adventure
11 февраля 2021
After a tumultuous year, H&M Studio S/S 2021 brings a sense of freedom and wonder — perfect for adventure-seekers and dreamers. Full of optimism, the Spring/Summer collection is packed with varied pieces — from bold brights to strong tailoring — for you to choose your own adventure.
‘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.’ Says Ann-Sofie Johansson, Creative Advisor at H&M. Inspired by fantasy treasures, the collection features an electric colour palette of coral-orange and neon yellow, balanced by neutral tones of beige and black.
H&M Studio S/S 2021 is about capturing that seize-the-day confidence. The collection embodies this fearlessness with updated classics and playful prints; the frilled shirting and luxurious leathers adding to the overall fantasy feel. The accessories too — chunky sunglasses, beaded body jewellery, a cockatoo printed scarf and pearl hook earrings — are fairytale-like pieces, their adaptability offering an update to any look.
‘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.’ Says Angelica Grimborg, Concept Designer at H&M Studio.
This season’s fabrics encapsulate the collection’s versatileness. Leathers are hand-painted or tailored giving an edge to wardrobe staples, sustainably-sourced crushed velvet counterbalances the sharp silhouettes, and organic cotton and recycled polyester instils a relaxed feel to swash-buckling shirts.
The sequinned trousers are my favourite; their fringed finish adds a positive ‘oomph’ to any look
This Studio S/S 2021 campaign sees cultural inspirations, muses and icons: Veronika Heilbrunner, Julia Sarr-Jamois, Ceval, Nina Marker, Freja Wewer, Olivia Vinten, Flame, Elsemarie Riis and Jiao Jiang captured in a captivating film. Shot in Copenhagen, the campaign mirrors the collection’s dynamism, with each talent exhibiting self-love, power and individuality as they traverse both real and fantasy worlds.
We asked campaign star Julia Sarr-Jamois about her inspirations and wardrobe treasures:
WHAT INSPIRES YOU AT THE MOMENT?
I’m often inspired by people around me, my friends and family. I also love to see people in the street with amazing style, that can sometimes inspire a character or idea for my work.
WHAT DO YOU EXPRESS THROUGH YOUR FASHION AND STYLE?
I like to express creativity, fun and individuality. I think that’s what fashion is about.
WHAT POSITIVELY CHALLENGES YOU IN THE WORLD OF FASHION
Diversity. I think we still have a long way to go in fashion in terms of diversity.
WHAT PIECE OR LOOK IN YOUR WARDROBE DO YOU TREASURE MOST?
I love denim; I think it’s just so versatile. My favourite pair is one that my mum had when she was 17, they’re nearly falling apart, but they’re so special.
WHERE HAVE YOU TRAVELLED OR VISITED THAT PARTICULARLY INSPIRED YOU?
Jamaica, I love it there so much! The colours and personal style are so inspiring.
The H&M Studio SS21 collection will be available online from 18 February 2021.
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Simone Rocha and H&M in a unique designer collaboration
For the first time, the Simone Rocha universe is opened up and extended to everyone. Meet the London-based Irish designer and get a glimpse of what this year’s collaboration will bring.
History and heritage. Details and fabrications. Family and community. The many facets of womanhood. For fashion designer Simone Rocha, born in Dublin in 1986, her work and collections are a tribute to what she holds dear. She began her career as part of the talent hub Fashion East, where her take on modern beauty won praise as she reclaimed ‘girlish’ elements — florals, embellishments, collars, pearls — in a nuanced manner. Since debuting at London Fashion Week in 2010, she has become internationally renowned for her intricate and meticulously-researched collections, always with a nod to her own heritage: Ireland and Hong Kong.
In creating the collection for H&M, Rocha spent time reflecting on and revisiting her brand’s archive, combing her past collections and carefully reworking beloved pieces into unexpected new designs that feel right for now.
«To be honest, it was really emotional going through all the pieces — it was a wonderful chance to reflect on seasons I was especially proud of, and to revisit collections that felt like milestones, and little gems of ideas that we maybe didn’t push as far as we wanted to the first-time round. The archive is so important to the way I work as a designer anyway. We are not a brand that abandons ideas each season — we often look back on past propositions or continue to evolve a silhouette, or shape,» says Rocha.
The Simone Rocha x H&M collection includes her signature womenswear alongside menswear and kidswear, marking the first time she has offered a wardrobe for the whole family. All the garments are designed to be in conversation with each other. So, what to expect from this year’s awaited collaboration? Delicate tulle dresses, tartan tailoring, beaded shirting, cable knits, outerwear such as trench coats and signature accessories like sparkling jewellery and pearl-embellished shoes. The entire range comes in Simone Rocha’s identifiable and poetic colour palette that mixes cream, pink, red and black. The majority of the Simone Rocha x HM women`s collection goes up to size EUR L=44/46 and UK L=16/18 and US XL=48/50.
«My approach at every stage of the design process was to remember that for some this would be an introduction to Simone Rocha, a chance to enjoy the brand for the first time, while for others this will be a chance to recall the history of a brand that they have followed for a while. Maybe they will be able to buy a version of a piece that they missed the first time, or a piece they always wanted but didn’t get. Through H&M, they will be able to access a new, timeless, special piece to mix in with their existing items from past runway collections. I really hope there is something for everyone — every woman, every guy, the whole family,» says Rocha.
Family is of utmost importance to Rocha, as well as her community of friends and collaborators. Therefore, the Simone Rocha x H&M story is brought to life by the people who surround and inspire her. To name a few: stylist, collaborator and close friend Robbie Spencer, model and friend Tess McMillan, sisters Adwoa and Kesewa Aboah, activist and artist — and acclaimed actress Daisy Edgar-Jones.
«Any time that I’m on set with Simone, or behind the scenes at a show, you just feel this certain warmth — there’s never any stress, and you can tell that she fills her work space with people who really inspire her in her everyday life, and that’s what brings this certain sense of community, and certain sense of ease. I always just feel so comfortable, because you are surrounded by people who are just really fun to be around. I have worked with her for four seasons now, and every time I’m just so excited to see everyone — to see the designers, the stylist, all the people who help me get dressed, it’s the same faces. It’s a really, really amazing community, truly. And I always look forward to laughing and catching up,» says McMillan.
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H&M готовит коллаборацию с Айрис Апфель
Она поступит в продажу в начале 2022 года
H&M анонсировал коллаборацию с американским дизайнером и коллекционером моды Айрис Апфель. Для шведского бренда она разработала костюмы с цветочными узорами, жакеты с пышными оборками, платья с броскими принтами и массивные украшения. На их производство пойдут переработанные и экологичные материалы.
«Благодаря своей яркой индивидуальности, уникальному стилю и креативному подходу к любому делу Айрис на протяжении многих десятилетий служит вдохновением миллионам людей из мира моды и за его пределами. Коллекция Iris Apfel x H&M станет оммажем не просто стилю Апфель в одежде, но и ее стилю жизни, решительному, эксцентричному, запоминающемуся», — отмечается в заявлении бренда.
Продажи коллаборации стартуют в начале следующего года — в избранных магазинах H&M и онлайн.
Напомним, 29 августа Айрис Апфель отметила столетний юбилей. Ее самые интересные и остроумные высказывания мы собрали здесь.
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Simone Rocha and H&M in a unique designer collaboration
For the first time, the Simone Rocha universe is opened up and extended to everyone. Meet the London-based Irish designer and get a glimpse of what this year’s collaboration will bring.
14 January 2021
History and heritage. Details and fabrications. Family and community. The many facets of womanhood. For fashion designer Simone Rocha, born in Dublin in 1986, her work and collections are a tribute to what she holds dear. She began her career as part of the talent hub Fashion East, where her take on modern beauty won praise as she reclaimed ‘girlish’ elements — florals, embellishments, collars, pearls — in a nuanced manner. Since debuting at London Fashion Week in 2010, she has become internationally renowned for her intricate and meticulously-researched collections, always with a nod to her own heritage: Ireland and Hong Kong.
In creating the collection for H&M, Rocha spent time reflecting on and revisiting her brand’s archive, combing her past collections and carefully reworking beloved pieces into unexpected new designs that feel right for now.
«To be honest, it was really emotional going through all the pieces — it was a wonderful chance to reflect on seasons I was especially proud of, and to revisit collections that felt like milestones, and little gems of ideas that we maybe didn’t push as far as we wanted to the first-time round. The archive is so important to the way I work as a designer anyway. We are not a brand that abandons ideas each season — we often look back on past propositions or continue to evolve a silhouette, or shape,» says Rocha.
The Simone Rocha x H&M collection includes her signature womenswear alongside menswear and kidswear, marking the first time she has offered a wardrobe for the whole family. All the garments are designed to be in conversation with each other. So, what to expect from this year’s awaited collaboration? Delicate tulle dresses, tartan tailoring, beaded shirting, cable knits, outerwear such as trench coats and signature accessories like sparkling jewellery and pearl-embellished shoes. The entire range comes in Simone Rocha’s identifiable and poetic colour palette that mixes cream, pink, red and black. The majority of the Simone Rocha x HM women`s collection goes up to size EUR L=44/46 and UK L=16/18 and US XL=48/50.
«My approach at every stage of the design process was to remember that for some this would be an introduction to Simone Rocha, a chance to enjoy the brand for the first time, while for others this will be a chance to recall the history of a brand that they have followed for a while. Maybe they will be able to buy a version of a piece that they missed the first time, or a piece they always wanted but didn’t get. Through H&M, they will be able to access a new, timeless, special piece to mix in with their existing items from past runway collections. I really hope there is something for everyone — every woman, every guy, the whole family,» says Rocha.
Family is of utmost importance to Rocha, as well as her community of friends and collaborators. Therefore, the Simone Rocha x H&M story is brought to life by the people who surround and inspire her. To name a few: stylist, collaborator and close friend Robbie Spencer, model and friend Tess McMillan, sisters Adwoa and Kesewa Aboah, activist and artist — and acclaimed actress Daisy Edgar-Jones.
«Any time that I’m on set with Simone, or behind the scenes at a show, you just feel this certain warmth — there’s never any stress, and you can tell that she fills her work space with people who really inspire her in her everyday life, and that’s what brings this certain sense of community, and certain sense of ease. I always just feel so comfortable, because you are surrounded by people who are just really fun to be around. I have worked with her for four seasons now, and every time I’m just so excited to see everyone — to see the designers, the stylist, all the people who help me get dressed, it’s the same faces. It’s a really, really amazing community, truly. And I always look forward to laughing and catching up,» says McMillan.
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