H&M Studio just redefined power-dressing for women in their Autumn/Winter 2019 Studio collection. Channeling a dramatic mood of feminine spirituality, the H&M Studio muse is sharpening her senses and seeking out the magic in the everyday urban landscape – all while wearing a striking combination of sharp tailoring, silken dresses and heritage knitwear. The collection is the brand’s most fashion-forward offering. Developed by an in-house design team at the brand’s Stockholm atelier, the limited-edition collections are unveiled biannually, in line with traditional international fashion schedules.
Every piece is designed to empower the 24/7 modern woman. Step one: embrace the dark side, with classic black suiting. Step two: work in some sensuous shirts and languid dresses. Step three: indulge in status sweater dressing. And finally: for after-dark, slip into dressed-down sequins and mis-matched talismanic earrings.
“H&M Studio is always a versatile proposition and the A/W19 collection is stand-out in that respect: it offers a seductive mix of masculine wardrobe classics with soft knitwear and feminine lingerie pieces that will make a modern woman feel really grounded and secure. In a world where everything feels unstable, we need magic more than ever – this collection is about empowering women to feel great from dawn till dusk,”
Ann-Sofie Johansson, Creative Advisor at H&M.
The collection features many strong key pieces that will help you build a timeless and powerful wardrobe. From the strong-shouldered Italian wool coat, the tailored wool suit with its nipped-in waist, tailored leather trousers, protective padded down nylon outerwear, elegant cotton and viscose blouses, to the fly-in-the-wind, recycled polyester dresses. The color palette is an autumnal mix of moss green, acid yellow and earthy brown – with splashes of tomato red and mineral silver designed to thrill.
The thoughtfulness that went into the design process is further amplified by the use of the right fabrics. Durable wool-blends are the star of the collection, with lambswool, alpaca and cashmere blends worked into premium quality sweaters, dresses and blanket knits.
Buttersoft leather features in shirts, jackets and boots. Recycled polyester and viscose add lightness to airy dresses and pleated skirts, alongside organic cotton T-shirts. Meanwhile, whimsical prints, designed in-house, feature delicate brush-strokes and bold stripes, and have an understated, organic feel that invites closer inspection.
No outfit is complete without the right accessories. Bi-color leather knee-high boots set a sophisticated tone, along with directional tractor-soled, second-skin, thigh-high boots that will instantly transport a look to now. Padded silk scarves and knitted hoods in wool add a playful edge. Mis-matched earrings featuring suspended trinkets play into the magical feeling: think of them as talismans, gathered on urban adventures.
We asked H&M’s Creative Advisor Ann-Sofie Johansson some questions to find out more. Can you tell us about specific elements from this collection that make you feel most excited about the autumn/winter 2019 season?
There is still so much colour around for autumn, which is interesting, but black is definitely back. I love wearing black – it feels so powerful to wear, and it instantly makes the silhouette strong. I think the tailoring in this H&M Studio autumn collection is particularly strong, there is a black blazer with strong shoulders that will be a life-saver for me and that I am excited to wear with a lingerie slip dress in summer and black trousers in winter.
The collection’s campaign is titled “Magical Realism”, can you please tell us more about the inspiration behind the title for the campaign, and how it relates to the collection?
The design team began the season talking about magic, and finding magic in the everyday, as an antidote or coping mechanism for dealing with the craziness of this world. There’s a spiritual feeling to the collection’s airy volumes but a strength in the tailoring and the masculine elements. We were visualizing a modern sorceress in an urban setting, thinking about what she would wear.
The H&M Studio AW collection is all about power-dressing for the modern woman. In your mind, how did H&M give this concept a ‘makeover’?
Power dressing isn’t about giant shoulders any more. It’s much more complex and nuanced. In part it’s about looking and feeling your best, whether that’s in a printed silk dress wafting down to your ankles or a sequined top with thigh-high leather boots. We wanted the pieces in the collection to feel grounding and reassuring. There’s a strong mix of feminine pieces and those with a more masculine edge – today, I think it’s all about that combination.
Why was New York chosen as a location for the campaign?
We imagined this urban sorceress in a busy location – many of our H&M Studio customers live in busy metropolises – and New York seemed to be the perfect melting pot.
What are some of your favorite pieces from the collection?
As mentioned previously, I love the black blazer – that’s very me. I also love the easy-going knee-high boots, a key shape for autumn, and the elongated leather shirt, which I’d wear over wide-legged trousers and with a polo-neck underneath.
The collection is available at H&M First Avenue and H&M Grand Avenue, The Avenues starting September 5. For more information visit the H&M website. Images courtesy of H&M.
