Last night H&M South Africa launched their #HMStudio collection to media in Cape Town. The collection will be in selected stores on 14 September.
Inspired by the energy of New York, the season celebrates the modern woman’s wardrobe in an infinitely contemporary way: graffiti prints blend with menswear checks, strong tailoring is off-set by more feminine shapes.
It is about a fearless attitude,” Pernilla Wohlfahrt, head of design and creative director at H&M shares.
This collection is all about tailoring, enhancing the female silhouette. While there are ultra-feminine details, H&M has combined them with street and punk influences for a hard-edged yet sophisticated result.
The collection reflects the needs of a modern woman’s wardrobe – sharp outerwear, soft dresses, flattering knits, versatile separates, statement accessories and a refined colour palette – but the frequent merging of different fabrics in a garment creates a more graphic structure and a new, fearless attitude.
Scale the heights of the traditional and hyper-new with H&M Studio’s AW17 menswear collection. Mountaineering serves as the season’s muse, focusing on the thrilling adventure and toughness of the sport, as well as the necessary skill.
Outerwear classics such as the parka, bomber jacket and overcoat are reworked, tactile knits feature heavily, and functional details such as integrated belts, rubberised buttons and cord stoppers are contrasted by crisp, elegant tailoring. Technical yet polished, from the mountainside to the street.