Whether you’ve embraced your inner bohemian goddess during those summer days and nights in carefree flowy fabrics, or you’ve adopted this playful look all year round, H&M has redefined the meaning of boho-chic. The playful, sophisticated spirit of the 21st century bohemian woman epitomizes the H&M Studio collection for this autumn/winter, delivering our wardrobes with looks that are effortless, charming and always ready for fun.
Since its first appearance during Paris Fashion Week, we’ve been obsessing over feminine meets masculine looks, with men’s blazers, biker and aviator jackets worn over draped tops and dresses. This, after all, is bohemia. Your style is built upon the freedom of choice to wear feminine pieces with sophistication, fun and attitude. Ann-Sofie Johansson, head of design and new development at H&M, envisioned this collection for free-spirited fashionistas looking to create looks that emulate their personality.
In this autumn/winter collection we see the return of the slip dress, simplistic at the core, yet the ultimate wardrobe staple to be worn on its own or for layering, paired with pieces adopted from menswear through tailored blazers or fierce leather biker jackets. A draped top with matching trousers is the new suit. Meanwhile the exposed shoulder is a focus that communicates attitude, both with off-the-shoulder and one-shoulder looks. We’re even more excited about a new width in trousers that is evident in this collection, often trimmed with tuxedo details for permanent nighttime elegance. Feminine fabrics, like silk crepe and chiffon, add to the bohemian look, while leather, either patent with a glossy shine, distressed and worn-looking, or metallic, make for the perfect wardrobe compliment. Velvet takes center stage for closet essentials, from tops, dresses to the most wanted evening track pant. As the weather cools down, warm up with fine cashmere, to give you both softness and transparency to layer as you please with tanks, sweaters and dresses. The dominating colors of the collection include black, navy, khaki, off-white, beige and gray with accents of bubblegum pink and bold zebra patterns.
Head of design and new devolpment at H&M
Hi Ann-Sofie! Tell us about your inspiration behind the H&M Studio AW14 collection.
For the Studio collection we felt for a lot of different influences: we looked to the 90s and a young Kate Moss, we talked about Charlotte Gainsbourg and her tomboy look, we also felt for sporty references and we wanted it all to be a collection that you can mix in many different ways and it should feel cool and effortless. We worked with tactile fabrics like leather, velvet, faux fur, mohair and silk in black, navy, khaki green and off-white with a warm red as accent. The menswear inspiration could be seen in baggy men’s style trousers and tuxedo blazers.
What are the highlights of this collection?
The off-white A-line jacket – worn with wide trousers for a wide-on-wide silhouette that feels new and exciting.
The velvet boiler suit – styled more casual with sneakers or more dressed up with heels and belted to achieve an accentuated waist.
The red boots – wear with anything for an instant kick.
What are some of your favorite pieces from the collection?
You always need stylish accessories to finish off a look, it’s like the icing on the cake. We have our high boots in suede and patent leather that are key, especially the ones in red. They can make any outfit look cool.
When did you first become interested in fashion?
I always wanted to work with fashion. My mother made almost all my clothes and I made clothes for my Barbie-dolls. Dressing them up in various outfits was the best thing I knew.
Who are some of your favorite style icons?
Right now one of my favorites is Dree Hemmingway.
What do see yourself doing for H&M in the future?
I believe I actually got the greatest job on earth. I’m still going to be with H&M, that’s for certain.
The H&M Studio A/W 2014 will launch on September 4, 2014 and will be available at H&M stores in The Avenues. For more information, please visit www.hm.com/kw and make sure to check out the #HMStudioAW14 on Instagram.