H&M Studio: A Jewel in the Crown

H&M Studio, according to Ann-Sofie Johansson, the company’s creative advisor, is considered the “jewel” in the crown of the brand’s collections. It is described as the “most personal” collection, smaller in size and more selectively distributed, with slightly higher prices. Despite the higher prices, it offers great value for money and is more ideas- and narrative-driven. With the recent introduction of pre-seasons, H&M is now expanding on the Studio concept.

The debut resort collection was inspired by a team visit to Marrakech. While Marrakech is a popular source of inspiration for designers, this collection managed to avoid cliché, with the exception of a patchwork of patterned photo prints. The opening look featured a cropped jacket with Moroccan-inspired embroidery paired with curved-seamed and studded jeans. The color palette of sandy whites, rust browns, and a grayish hue drew inspiration from the desert, with only hints of electric blue.

The tailoring that has been a hallmark of recent Studio collections was evident in a smart shorts suit, standing out in an offering that emphasized ease and flow. Some of the fabrics had a crunchier feel than expected, adding a unique texture to the collection. The overall aesthetic leaned into boho without going overboard, reflecting a relaxed and easygoing attitude.

According to Johansson, there is “a little bit of a bohemian woman in most of us,” making the resort collection relatable to a wide audience. Resort wear represents a time when people want to be more relaxed and carefree, a sentiment that aligns well with H&M’s relaxed attitude towards fashion.