1 Posted by - June 7, 2016 - FASHION

What isn’t there to love about the H&M Studio Autumn/ winter 2016 collection?

After the Cape Town exclusive media experience, it was Jozi’s turn to view a collection rich in detail, feminine silhouettes and key seasonal pieces that seriously wow. We were honoured to be a part of making this collection come to life – at the Alexander Theatre in Braamfontein.





The collection took centre stage where editors, influencers and fashion commentators were invited to dine with the H&M team over a five-course menu inspired by the collection and created by Jacques Erasmus. The collection was showcased on the theatre stage and a long-table table experience was created by Alwijn Burger of Blomboy – a chance for guests to engage, connect and enjoy the evening with the H&M team.




The collection includes key seasonal pieces, created by a dedicated in-house design team at H&M. Each season, H&M Studio sets the mood of the moment, presenting fashion that’s accessible worldwide. We invite you to step into the season with us – here we present the H&M Studio AW16, what you need to know and trust us, you’ll love every piece!


H&M Studio for AW16 is an elevated collection of individual pieces rich in detail, from the precision of cut to the embroideries that appear throughout. Tailoring has oversized shoulders and a fitted waist, an hourglass shape which contrasts with Swedish folkloric influences in both silhouette and embellishment. Meanwhile, long-sleeve draped dresses bring glamour and softness to the collection.

Wool for coats, as well as a broken pinstripe tailoring wool for suits.

Lace is perfect for a long dress, tops and in folkloric blouses.


Velvet brings softness to tailoring, as well as glamour to a long draped dress. Shearling adds contrast and a sense of Swedish heritage.










Cotton gives crispness to white shirts, allowing them structure and fit at the waist, as well as volume in the sleeve

Corset stitching creates a shaped waist, rich embroideries evoke folkloric patterns, beading and crystals add three-dimensional embellishment.













“It started with the qualities,” says Andreas Lowenstam, H&M’s head of menswear. “These fabrics had such character, we knew we wanted to create a collection that focused on the perfect coat.”

It’s an elevated, intuitive style that takes an updated look at menswear classics. The bomber is elongated to create a new outerwear garment. The car-coat is reborn in recycled wool. Traditional fabrics such as corduroy are cut into utilitarian shapes. Knitwear becomes the essential layering piece of the season. Outfits are often monochrome, giving the sense of a new uniform for city life. This H&M Studio AW16 collection will be available at selected H&M stores worldwide, as well as online, from September 8.





I love how the collection makes such a statement from pieces that are so calm. You can make a strong look from elevated classics, especially when all the details have been considered so deeply,” says Andreas Lowenstam.


There’s a folkloric world of fashion fantasy for the first ever H&M Studio kids collection for autumn/winter 2016. Influences come from sagas such as Alice in Wonderland or the Swedish tales of John Bauer, with embellishments and prints essential to the look. The collection will be available in selected H&M stores worldwide, as well as online, from September 8.

I love how the H&M Studio collection for kids turns folkloric fairytales into fashion reality. The details in the collection are amazing, creating pieces that have real character and charm,” says Ann-Sofie Johansson, creative advisor at H&M.




1 Comment

  • Liezel Malherbe June 10, 2016 - 11:51 am Reply

    Such a beautiful selection of pieces, can’t wait to see it in store.

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