There are few things I look forward to this time of year, other than perhaps booking a holiday and refreshing my wardrobe, and somehow the H&M Studio SS24 collection has invited me to do both. The good news? It just launched today.
It seems escapism is at the forefront of plenty of designers' minds right now, with the likes of the Louis Vuitton, Miu Miu, Y/Project, Loewe and Vivienne Westwood spring/summer catwalks all putting their spin on ‘relaxed’ fashion, too – be it through oversized silhouettes or free-flowing fabrics.
Also on the cards for the coming season? In a similarly adventurous tone, everyone's favourite high-street brand H&M suggests that relaxed retro style codes are in order (once again).
Celebrating the upcoming collection in Paris during the city's Fashion Week commenced last month, H&M held an exclusive party at a temporary exhibition near the Palais Garnier. In attendance was everyone from Iris Law to Alexa Chung, of course, with performances from Ama Lou and Honey Dijon creating a truly immersive experience.
Of the collection, Linda Wikell – concept designer at H&M Studio – said: “We envisioned a 1970s musician on the road, a creative soul that travels light, picking up pieces for her wardrobe along the way.”
“A cargo waistcoat from a thrift shop, a dreamy dress from a friend,” she added. “She pairs these casual archetypes with hard-working accessories, like a necklace that can cinch the waist of an oversized coat or drape over a casual sweater.”
Yep, one look at the line-up and the concept is clear; earthy colour palettes with dusty pastels and shots of bright hues thrown into the mix keep things modern, while slouchy tailoring, easy-to-throw-on dresses and casual separates place emphasis on vintage influences.
“How do you build a modern wardrobe? That's the question we discussed as a design team for SS24,” Ann-Sofie Johansson says, creative adviser and head of womenswear design at H&M. While the building blocks of '70s fashion are evident in each silhouette, so is the retailer's ability to re-imagine pieces in new and versatile ways that encourage self-expression – which is exactly why we love them.
.jpg)
From the famed designer collaborations (read: H&M Rokh, Rabanne H&M, Mugler H&M, TOGA ARCHIVES x H&M and Sabyasachi x H&M to name a few), to the always on-trend new-in section, H&M truly never misses.
Browse the 21 best H&M SS24 collection pieces from the launch below, and get shopping; it's available from today (the 12th March 2024) in selected stores and at hm.com.
.jpg)
Save when you shop H&M Studio SS24 collection with these H&M discount codes at checkout. For more from GLAMOUR UK's Senior Commerce Writer Georgia Trodd, follow her on Instagram @georgiatrodd.
