“Shrek” green, fanta orange, leopard spots, diamanté, and metal studs come together for maximum impact in H&M Studio’s new collection. This bi-annual offering is a kind of playground for the brand’s in-house designers, who really let loose, blurring references from the ’80s, ’90s, and ’00s into the stuff of street style fantasy.
This season the team was chasing a mood, rather than following a narrative. Ann-Sofie Johansson, H&M’s creative advisor, explained that a vintage in-house ad talking about “super fashion” was the jumping off point for such pieces as a studded denim micro-mini and matching jacket, a racy printed maillot (styled for the street), and a satin set with a cowboy vibe that was very much in the vein of Madonna’s 2000 Music moment. For those looking for what Johansson describes as a more “pulled together” 1980s look, there is gray suiting, with longer jackets and strong shoulders. This anything-goes-as-long-as-it’s-glam collection feels like a sugar rush, focused not on the long term, but on quick satisfaction.
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