If you thought Copenhagen Fashion Week, which kicked off yesterday and finishes tomorrow, is exclusively a showcase for high-end Scandi labels like Stine Goya, Brogger and Ganni, think again.
For yesterday, high street heavyweight H&M made its (digital) runway debut with the launch of its premium H&M Studio label’s spring/ summer 21 collection.
Entitled ‘Treasure Forever,’ the spring collection was inspired by adventure and treasure-seeking explorers… and the Jack Sparrow reference points were undeniable.
Developed by an in-house design team at the brand’s Stockholm atelier, H&M’s limited-edition Studio collections are unveiled biannually, and tend to come in at a higher price point than the main line.
Crafted, in the majority, from sustainably-sourced materials, key pieces in the collection are a red floor-sweeping maxi which came styled with a piece of black beaded body jewellery, over-the-knee black boots made from Vegea leather, and some black fringed sequin flares.
Alongside neutral tones of beige and black there was plenty of electric blue, coral-orange and neon yellow, inspired by sea, sand and treasure – something we are all most certainly craving.
“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.
"Similarly, we added elements, such as tendril-like curls and irregular buttons, so that pieces feel as if pulled-from-the-ocean,” says Angelica Grimborg, Concept Designer at H&M Studio.
As part of the drop, H&M will also be releasing a selection of archive H&M studio pieces in two H&M stores globally: the one in Berlin’s Mitte and in Stockholm’s Sergels Torg. Customers in Sweden, The Netherlands, Austria and Germany will also be able to shop the archive pieces through a digital second-hand fashion platform called Sellpy – a company of which H&M is a majority shareholder.
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The H&M Studio SS21 collection is priced from £12.99 - £149.99, and will arrive in selected stores as well as on Hm.com from 18 February 2021. For more information visit hmstudioss21.com
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