Bright, shiny, optimistic: Introducing “Neo Real”, H&M Studio’s autumn proposition. Inspired by fashion’s Space Age and modern missions to Mars, the A/W22 collection blurs the lines between reality and fantasy. With a bold color palette and streamlined silhouettes, gravity-defying fabrics and cutting-edge accessories, the collection offers a futuristic take on minimalism. The H&M Studio A/W22 collection is available in select stores and online from October 13.
H&M Studio’s A/W22 collection campaign is an immersive journey through different worlds, blurring the lines between digital and physical dimensions to optimistic effect. The campaign stars siblings Georgia and Joel Palmer, London-based creatives who work across the worlds of fashion, music and the arts. H&M Studio is H&M’s most directional, fashion-forward offering. Developed by an in-house design team at the brand’s Stockholm atelier, the limited-edition collections are unveiled biannually.
Key pieces come laden with attitude and ready for adventure. A cocooning fuchsia anorak, a strong-shouldered chocolate double-breasted overcoat and an electric-turquoise maxi fleece offer eye-catching takes on cold-weather classics. A high-fashion spin on the three-piece suit – oversized blazer meets flared pants and an endlessly versatile tailored skirt – is a modern answer to the workwear dilemma. A ruffled silver sequin dress and high-shine metallic coordinating shirt and trousers promise star power come cocktail hour. And in accessories, sparkling chocolate-brown thigh-high boots, a hot-pink padded clutch bag, Sci-Fi sunglasses, and a braided rhinestone collar necklace are conversation pieces with the ability to transform a look. In line with H&M’s sustainability goals, every item in the collection is made from more sustainably sourced materials including Tencel, recycled polyester, recycled wool and recycled brass.
“How to dress for the future? That was the question the H&M Studio team was asking for autumn, as we discussed mankind’s inspiring missions to space. We came up with sharp, minimalist silhouettes that feel confidence-boosting thanks to bold, brave shots of color – we wanted our customers to dare to dream,” says Ann-Sofie Johansson, creative advisor at H&M.
“With a mood board filled with images of space, the design team thought about what to take on an intergalactic trip. We decided on a mix of practical pieces mixed with fabulous items. The silver coordinating set is my favorite look, but I’d wear the silver trousers with the padded grey T-shirt and the rhinestone necklace – it’s the perfect alternative to a party dress,” says Linda Wikell, concept designer for H&M Studio.
The H&M Studio A/W22 collection will be available in stores and online at kw.hm.com starting October 13.
