There’s no denying the vibrations of the “see-now, buy-now” movement in fashion right now. Designers in New York City, London, and Milan already committed to selling select pieces from their Fall collections, while many in Paris took a firm stand on holding fast to the traditional schedule and way of doing things—save for Courreges and Paco Rabanne thus far. Naturally, we all wondered how a brand like H&M would respond to this momentous change, given the brand’s position as one of the biggest fast-fashion retailers in the world and its ability to morph runway designs into affordable pieces months after the originals walk down the runway.
Funnily enough, the Studio line won’t be buying into the idea—at least not yet. It wants to stick to the collection’s mantra, which was created as a stage for its designers to flex their prowess outside of nonstop retail pressures. And the show was a full-on production, even boasting a choir whose booming voices rung out as the looks made their way down the catwalk.
The cast was a roster of heavy hitters with supermodels Pat Cleveland, Amber Valletta, Jourdan Dunn, Ashley Graham, and more posing in the ensembles. The assemblage was an ode to Swedish heritage with ankle-length colorful, embroidered frocks giving a nod to traditional Swedish folk dresses and an artful take on the print of the lynx on diaphanous trousers, tunics, and even a jumpsuit.
A taste of the exotic and gesture to modernity were given with python thigh-high boots, cropped trousers, a short-sleeve moto jacket, and waist-cinching belt in both natural and red hues. Wide-brimmed hats with intricate beading topped off each look.
The 80’s were captured with pinstripe bustiers, high-waist roomy pants, power suits, and double-slit pencil skirts.
The designs will hit H&M stores and its online shopping portal in September. Like everything else the brand puts out, they’re sure to go fast.
Thoughts on the latest from H&M Studio?