NEW YORK, March 10, 2022 /PRNewswire/ — H&M is thrilled to present H&M Studio’s ‘Press Play’ collection, which energetically celebrates mood-enhancing fashion. Inspired by Gen-Z musical muses with uplifting style and radiant personalities, the SS22 collection draws inspiration from the eccentric fashion of the 1980s and 1990s. With a powerful color palette, an electrifying fusion of prints and accessories statement-making, the collection is fueled by a bold mix-and-match mentality. The H&M Studio SS22 collection will be available in the US at the H&M Fifth Avenue flagship store and on HM.com from March 10and.
Highlights from the collection include edgy takes on lace-up denim, oversized suits, lime-green satin co-ords and a versatile leopard-print swimsuit. A studded denim mini skirt, ruffled fishnet top, and rhinestone-embellished little black dress all take inspiration from late ’90s style. Pop Art-inspired lips by Berlin, illustrator Stefan Fähler, are presented on an organic cotton t-shirt. Accessories include statement pieces with green screen snake earrings and chain link necklaces. Studded platform clogs and red western boots are the key models in the collection.
In line with H&M’s sustainability goals, each item in the collection is made from sustainably sourced materials, including recycled polyester, recycled polyamide and recycled wool.
“There’s a new vibe of exuberance in the air that makes us all want to dress up in fabulous clothes again. It’s reminiscent of the va-va-voom spirit that defined fashion from the 1980s through beginning of the 2000s. For the SS22 collection, we wanted to put a powerful fashion with a strong personality back in the spotlight, offering versatile pieces that will inspire joy,” says Ann-Sofie JohanssonCreative Advisor at H&M.
“For SS22, we had musical muses who smash boundaries on the moodboard. We were inspired by their commitment to deviating from clichés and expectations, both in their clothing and their attitudes. The collection is all about fun without limits, intended to help our customers build their own new upbeat look,” says Linda WikelDesigner Designer for H&M Studio.
About the campaign
H&M Studio’s SS22 collection campaign was shot and shot by Reto Schmid and styled by Georgia Pendlebury in London. The campaign presents the flagship model of the season, Devon Ross. A child of the LA music scene, 22-year-old Devon brings a youthful vibrancy and quirky side to the countryside.
About H&M Studio
H&M Studio is H&M’s most directional and avant-garde offering. Developed by an in-house design team stockholm atelier, the limited edition collections are unveiled every two years.
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