Infused with the timeless appeal of enchanted explorers and daring dreamers, H&M’s SS21 offers strong sartorial hits with versatile modern casuals. Aptly named “Treasure Forever” it is created with adventure and self-expression in mind. Permeated with the seize- the-day spirit of treasure-seeking explorers, the collection pays homage to whimsical and carefree fantasies and fairytales.

Crafted, in the majority, from sustainably- sourced materials, this collection’s key pieces consist of the jacquard knitted sweater; the crushed velvet fringed black sweeping dress and the over-the-knee black boots in VEGEA leather. An electric color palette of coral-orange and neon yellow, inspired by treasure and aquatic creatures, is balanced by neutral tones of beige and black.

H&M Studio pieces are designed to be cherished forever and so, for the first time, H&M Studio will be inviting customers to discover treasured pieces from past collections. An exclusive selection of archive pieces will be available to buy in two H&M stores globally: Berlin’s Mitte and Stockholm’s Sergels Torg stores. Across H&M’s social media channels, customers are also invited to revisit their favorite pieces from previous Studio collections or style their new-found SS21 treasure with a previous Studio look.

The SS21 campaign mirrors this enigmatic energy with a film that sees ten talents embody self-love, power and individuality as they traverse both real and fantasy worlds. Additionally, the campaign’s exclusive social media filter brings the adventure into the home, as users can engage with the collection’s cockatoo motif and hold their own adventurer sidekick. ‘We wanted to capture the attitude of a confident and self-expressive explorer, so there are lots of bold pieces with under-the-sea references.

The fringed skirt feels almost octopus-like, whereas the cropped painted leather jacket is a modern take on a maritime classic. Similarly, we added elements, such as tendril-like curls and irregular buttons, so that pieces feel as if pulled-from-the-ocean.’ Says Angelica Grimborg, Concept Designer at H&M Studio.

Nods to fairytales can be found throughout the collection, as enchanted explorers and mythical mermaids are imbued in the strong tailoring, tentacle-like fringing and cockatoo print motif. The collection’s adaptable styles – frilled shirting, modern casuals and luxury leathers – invite the wearer to express themselves and make a statement.

“The SS21 collection muse finds adventure and fantasy in the everyday. The collection is a concise edit of optimistic looks to feel comfortable and confident in. Versatile silhouettes go hand in hand with strong tailoring to create playful pieces for our customers to treasure forever.” says Ann-Sofie Johansson, Creative Advisor at H&M.

Versatile layers and curated silhouettes create a fresh, buoyant mood. Key pieces include the fringed dramatic black sweeping dress; the luxuriously tailored cream blazer with raw buttons and the coordinating informal voluminous trousers with drawstring waist. Sustainably-sourced crushed velvet adds a liquid-like texture, while Tencel, organic cotton and recycled polyester instils a relaxed feel to skirts, shirts and fine knit cropped-top. Bold, adaptable jewelry introduces a poetic glamour to the collection’s punk-ish undercurrent.

Shoes make a statement as knee-high black leather boots with organic sculptural heels meet gold- fringed pineapple leather sandals. “Fantasies and fairytales were the starting point for the colors and details. The photos of trinkets – such as a boat in a bottle and seashells – and a cockatoo were inspired by fabled voyages and have been printed or embroidered on key pieces. I wanted the print story to give life to mermaids, explorers and sea creatures in a purposefully bright and charming way,” says Moa Bartling, H&M’s Print Designer.

We spoke to Ann-Sofie Johansson, Creative Advisor and Moa Bartling, Print Designer at H&M Studio to find out more.

Hi Ann-Sofie, tell us what’s new with H&M Studio for this season.

Ann-Sofie: We have lots of new additions and styles this season; the beaded body jewelry, the multi-wear black hat, our layer-able, modern classics, our wonderful treasure-seeker print. But the collection isn’t solely about what’s new; we’re celebrating the old too. This season’s collection is one that revolves around the idea of treasures – we not only created pieces to treasure and keep forever but we’re revisiting Studio pieces from the past too.

Bringing incredible design concepts to life must be such an exciting job, Moa! Can you please tell our readers about the role of a Print Designer and what it’s like to work with H&M on this special Studio collection?

Moa: Working with H&M Studio is brilliant because it’s where H&M’s most fashion-forward design ideas stem. For me, I have the privilege of bringing those ideas into life. I work closely with all of the design team, and together we decipher what works with what piece, what embodies the narrative best and what our customers will love. It’s all about experimentation and expression.

There is a very strong reference to treasures, fantasy and fairytales for this collection. Can you tell us more about why these themes were chosen as inspiration for this collection?

Ann-Sofie: The design team were all looking for a sense of escapism after such a tumultuous year. We had been thinking about strong, bold adventurers and that sense of freedom that comes with reading fairy tales. We wanted this collection to be a bolt of fresh air and incite a sense of self-expression and optimism.

Moa: We wanted to embody a fearless adventurer’s energy whilst keeping the collection modern and fresh, so we worked with bright, vibrant colors and under-the-sea pops of coral and blue first. I then worked on a maritime-themed digital print, based on treasures found at sea and an adventurers’ accomplice, the cockatoo, which was a more explicit nod to our fairy-tale theme. We wanted the latter to feel like a collectible print, so it’s dated with the season – it becomes a treasure-themed piece to treasure forever.

In your opinion, which are the most memorable design elements of this collection?

Ann-Sofie: Keeping the theme of treasures in mind, we’ve worked hard to make sure that this collection is timeless overall. A particularly memorable element; the pineapple leather on the gold-fringed sandals is a brilliant fabric innovation that we’re proud of!

Moa, can you tell us more about how you translate your vision to fabrics?

I will often use a mixture of digital print, hand- crafted prints or color patterns, depending on the Studio’s seasonal narrative. At H&M, we are continually developing or collaborating on new sustainably- sourced fabrications, so I often try prints on recycled polyesters, nylons and cotton, seeing how the fabric moves and how it sits with the print design or how the color appears. The patterns and colors are probably the most explicit reference to the collection’s theme, so it’s essential to balance right.

What comes first, the sketch or the print? Is there a creative process that you usually follow?

Moa: It depends on the season. Some seasons I instinctively reach for my sketchbook and others are about working from point A to B. My creative process stems from our collective starting point. If we’re looking at expressing self-reflection and optimism in our collection, I will think about how I can best reflect that and begin experimenting with colors and shapes.

We love H&M Studio, and if we were put in the position to choose which pieces to bring back from past collections for this special launch, we would never be able to choose! How did you and the team narrow down the selection for H&M Studio SS21?

Ann-Sofie: It’s such a joy and a privilege to look back at the previous Studio collections. It’s fantastic to see how much we have grown and developed our ideas, concepts and fabrications. Unsurprisingly, we all had favorites that popped to mind or memories from specific development processes, but we went with pieces that struck a feeling – that felt nostalgic yet timeless.

When looking back at past H&M Studio collections, which are your favorite pieces and why?

Ann-Sofie: I have many favorite pieces; I find I’ve always had a soft spot for our tailored pieces over the years – I love the flexibility they give to a look. The blazer from this SS21 season is a firm favorite, but I gravitate toward the Studio SS18 collection. It had a strong workwear influence, with some brilliant utilitarian tailoring. It was the last time we showed a physical show, so it marks a milestone for me.

Moa: Tough question, as we’ve had so many significant collections, but I think these past two seasons have had a lot of symbolism. This season was so energetic and playful and working on the adventurer prints, with our fantasy theme, was almost therapeutic in these uncertain times. Last season, AW20, was a riot of party-fun and a great mix of digital prints and photographic scenes. Both seasons have small, symbolic details in the prints that are a joy for me to work on.

Shop the H&M Studio SS21 collection exclusively online at kw.hm.com and via the H&M MENA app starting from February 18.