Introducing H&M Studio S/S 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.