H&M New Studio collection Channels Individuality in Every Stitch

H&M Studio’s latest collection is a love letter to eccentricity, a playground for those unafraid to step off the beaten path. Asymmetry, unexpected proportions, and bold colour clashes meet smart tailoring and inventive cuts, giving each piece a personality all its own. This is fashion for the self-assured, the fearless, and the endlessly curious.

The collection is all about transformation and personal expression. Silhouettes invite experimentation; a brown check coat elongates like a bathrobe turned couture, a sharply tailored black blazer surprises with inward-curving armholes and raw-edged sleeves, and wide-leg trousers can be sculpted at the waistband for a moment of playful volume.

Denim gets a rebellious spin with hand-painted brushstroke sets, while dresses flirt with deconstruction, think black lace short-sleeved dresses with trailing straps or brown check zips with puffed shoulders and raw hems. Outerwear balances utility with artistry; structured jackets with tucked waists and loose backs bring sculptural elegance to everyday ease.

Materials range from wool and leather to alpaca and mohair blends, while the palette mixes classics black, brown, grey, and white with offbeat pops of candyfloss pink, pistachio green, citrus yellow, and pale turquoise. Surreal florals, oversized chrysanthemums and fuzzy blooms add whimsy, and accessories follow suit; a pillow-shaped burgundy leather bag, draped heels with diamond fronts, and playful vintage-finish jewellery.

“The eccentric muse of this H&M Studio collection lives in contrast – soft yet bold, playful yet precise,” says Ann-Sofie Johansson, H&M’s creative advisor and head of womenswear design. “She dresses for the joy of becoming herself. That’s why the collection spans everything from tailoring and denim to sweet dresses and soft loungewear-type separates. Depending on the moment, it can morph into whatever she needs, wherever she’s going.”

THE COLLECTION