Swedish firm H&M unveils SS24 collection inspired by gardens & ocean

“Each aspect of this special Limited Edition collection celebrates nature's astounding beauty. We looked to gardens, flowers, sea beds and coral reefs to find the most beautiful inspirations for these very special pieces.”- Eliana Masgalos, concept designer, H&M

A central aspect of the collection draws on the glories of a garden in bloom. Floral prints and voluminous, couture-feeling silhouettes conjure a botanic dreamland at its most idyllic, with enchanting dresses, billowing tops and jacquard kaftans evoking a soft femininity. Each design tells a story of growth, renewal, and the timeless majesty of nature.

Lilies, tulips, daisies, azaleas: the collection’s dreamy energy draws on a bouquet of references. Flower shapes inspire all aspects, from the colours and prints to silhouettes and shapes. There are flounces and ruffles, scallop edges, cheerful 3D flowers and delicate layers. Together, they envelope the wearer in petal-like details, allowing movement, grace and fluidity. Tones, including soft pastels, vibrant pinks, and deep greens, evoke both the freshness of flowers and the optimism of new beginnings. Accessories include pleated rose scarves and dewdrop earrings.

Other pieces look to the majesty and mystery of the sea – moving from a land garden to an ocean one. Inspired by the underwater world, the collection conjures coral reefs and magnificent depths in dazzling detail, offering garments that become wearable art.

Across the collection there are fluidly draped gowns, effortless two-pieces and elegant tailoring, perfect for layering. Shiny jacquard is a standout material across this part of the collection, nodding to glistening water and giving the wearer a feeling of opulence and splendour. From cascading capes to playful shell clutches, each piece turns dressing up into a poised affair with surreal edge.

Note: The content of this press release has not been edited by Fibre2Fashion staff.

Fibre2Fashion News Desk (HU)