H&M Studio S/S 2023
H&M Studio Spring/Summer 2023 is a creative new take on Hollywood glamour and the joy of dressing up, starring rising pop music icon Kali Uchis. She talked to us about confidence, her love of Latin American style, growing up with two cultures and healing her inner child through fashion.
THE H&M STUDIO S/S 2023 COLLECTION WAS INSPIRED BY MODERN MEGASTARS WHO ARE EITHER WOWING ON THE RED CARPET OR BLOWING UP SOCIAL MEDIA. WHAT WAS THE ATMOSPHERE LIKE ON SET DURING THE SHOOT?
It was a lot of fun to embody a classic, divine take on femininity while still mixing it up with some modern elements. Everybody was really easy-going and I loved the team, we had a really fun day.
HOW DID YOU CHANNEL THAT SPIRIT IN THE COLLECTION CAMPAIGN, AND IS THAT “ALWAYS ON” ELEMENT OF BEING IN THE PUBLIC EYE SOMETHING YOU CAN IDENTIFY WITH?
I have to really be in the mood to be on camera, and I don’t feel super comfortable on the red carpet and social media. If I could just be heard through my music and never seen, I would be happy with that. When I started out, for example, I actually wanted to release music under a mysterious identity. But I also really love to perform music in a live context, with a crowd, and I think that’s when I really come “on” and feel the most beautiful. So with that in mind, I took myself to the stage for the H&M Studio campaign.
WHAT WERE YOUR FAVOURITE PIECES FROM THE COLLECTION?
HOW WOULD YOU DESCRIBE YOUR OWN PERSONAL STYLE, AND HOW HAS IT CHANGED OVER THE LAST FIVE YEARS?
I think I would describe my style as multi-dimensional and ever-evolving. But at the moment I’m on a journey towards healing my inner child, which means dressing myself up the way I would have loved to dress my dolls when I was younger. Ultimately, I’m always trying to just have fun with my style.
YOU GREW UP IN AMERICA BUT SPENT A LOT OF TIME WITH FAMILY IN COLOMBIA. WOULD YOU DESCRIBE YOUR STYLE AS LATIN AMERICAN? ARE THERE ELEMENTS OF SOUTH AMERICAN STYLE IN THE WAY YOU DRESS?
I think Colombia and South America has definitely had an impact on my artistic personality and my style, absolutely. I was raised in Colombia, in a small city called Pereira, so my first years of education were spent there, and years later when I moved back to the United States, to Virginia, I never stopped returning to Colombia. I’ve always wanted people to understand that there’s so much more to Colombia than the stereotypes. It’s a very diverse part of the world and I always feel energised when I visit. I’m proud of my heritage and the fearless style that defines our fashion and our culture.
WHAT’S NEXT FOR YOU IN 2023? DO YOU HAVE NEW MUSIC COMING?
I have two new albums on the way, one in English and one in Spanish. They are completely different from one another, and I like that sense of diversity — I have always said that I never want to limit myself to one language. Being Colombian-American has shaped so much of my experience, and I’m really excited to be releasing new work into the world that reflects my dual heritage and helps to introduce more people to Spanish music.
The H&M Studio Spring/Summer 2023 collection premieres worldwide in selected stores and at hm.com on 2 March (local launch dates may vary).