H&M Studio is back with its seasonal collection vibe which is always fun. Introducing the title “Press Play”, this collection is a dedication to high energy for fashion which adds to the cheerful mood. Inspired by Gen-Z music in style fun and flashy character, SS22 collection refers to outré fashion the 1980s and 1990s. Great color palette game bold as well as design combinations print and various accessories eye-catchingthis collection encourages lovers to mix and match that dares to be different.
In keeping with the personality of most Gen-Z who “see and be seen“, the style is also uniquely translated. From the style avant-garde denim laces, oversized suits typical of the era, to lime green satin outfits and leopard print swimsuits that can be worn anywhere, all look eye-catching.
“There’s a new air of excitement in the air that makes us all want to dress up in fabulous outfits again. It’s reminiscent of the spirit va-va-voom that defines fashion in the 1980s to early 2000s. For the SS22 collection, we want to bring back fashion strong in character and big in character, offering versatile clothing that will inspire joy,” explains Ann-Sofie Johansson, Creative Advisor at H&M.
The late ’90s fashion is represented by mini skirts denim studded with beads, tops mesh decorated ruffle, and a little black dress bejeweled with rhinestones that looked over the top. While illustration pop art the picture of the lips looks so playful, by Berlin-based illustrator Stefan Fähler. Perfecting everything, the accessories section is no less tantalizing! green snake earrings and chain necklaces to sandals platform with beads and Western shoes boots red, so mainstay!
“For SS22, we have music inspiration boundary-breaking in mood board. We are inspired by their commitment to clichés and distorted expectations, both in their clothes and in their attitudes. The collection is all about limitless fun, meant to help our customers build their upbeat new look.” adds Linda Wikell, Concept Designer at H&M Studio.
The H&M Studio SS22 collection also continues to apply the H&M sustainability design. Each garment in the collection is made from more environmentally friendly materials including recycled polyester, recycled polyamide and recycled wool.
The ad campaign stars model Devon Ross, a child from the LA music scene, with director and photographer Reto Schmid and stylist Georgia Pendlebury. The H&M Studio SS22 collection will be available on ID.HM.COM starting next March.
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