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Sweden's H&M studio A/W24 showcases timeless styles with modern flair

20 Sep '24

2 min read

Sweden's H&M studio A/W24 showcases timeless styles with modern flair

Pic: H&M

Insights

H&M Studio's A/W24 collection, inspired by jazz musicians, features versatile, timeless pieces designed for seamless day-to-night transitions.
The collection reworks classic styles with oversized outerwear, relaxed tailoring, feminine dresses, and bold accessories.
Crafted from high-quality materials like leather, cashmere, and organic cotton, it blends style with sustainability.

Jazz-inspired principles of reinvention see classic silhouettes reinvigorated with fresh pace for H&M Studio’s A/W24 collection. Looking to musicians whose wardrobes seamlessly transition from day to night and from spotlight to backstage, each versatile piece is designed with a refreshing lack of formality. Juxtaposing oversized outerwear in leather and shearling with relaxed tailoring, laid-back dresses and sleek accessories, a feeling of ease abounds. The H&M Studio A/W24 collection will be available in selected stores and at hm.com from September 26.

“H&M Studio is all about easy wardrobe solutions – the kinds of timeless, multi-purpose pieces that take you from a working day to drinks and dinner, helping you to feel polished but relaxed. This season mixes pulse-facing pieces that are objects of desire, reworked classics that you’ll wear year after year, and then the accessories that give every outfit a cool edge,” says Ann-Sofie Johansson, creative advisor and head of design womenswear at H&M.

Key pieces revel in the chance to reinvent classics with fresh attitude. A trusty trench coat has extended epaulettes for a modern statement. A shearling jacket is a byword for glamour with a oversized silhouette. Dark-wash denim with a metallic weave exerts a unique pull alongside sharply-cut leather trousers, shruggable suiting and feminine jersey dresses. Edgy accessories add boldness, from optic white sling-back pumps to thigh-high boots, an XL tote bag and rhinestone-sparkling jewellery. The collection foregrounds high-quality compositions, with highlights including chrome-free leather, cashmere and Merino wool, and organic cotton.

“For fall, the design team was inspired by the strong but easy-going style of jazz musicians, throwing on a look and hitting the stage, then out into the night. As always with H&M Studio, there’s a focus on the juxtaposition of masculine tailoring and feminine dressing. We’ve remixed classics in fresh, exciting combinations for a modern wardrobe proposal,” says Linda Wikell, concept designer at H&M.