For the start of Summer 2019, H&M creates the opportunity to get glammed up Riviera-style with sustainably-sourced materials and the debut of a natural dyeing technique derived from plants. From the paisley print coordinated separates to a mix of floaty mini-dresses and body-con silhouettes, all in a colour palette of earthy browns, cream, orange, and yellow, it’s all about sassy chic.
The womenswear collection includes dresses, shirts, skirts and shorts, made from Tencel blends, recycled polyester and sustainably-sourced cotton voile and linen blends. Significant steps in an effort to meet the goal of using only 100% recycled or other sustainably-sourced materials by 2030. Debuting with this collection is also a new dyeing technique for one of the tops, which uses natural dyes derived from plants, including madder, pomegranate and turmeric. The summer collection draws inspiration from the glamorous Riviera, full of sunshine, elegance and a relaxed mood.
“Laidback yet sophisticated, the Riviera is an eternal fashion source, and this season we brought in different types of paisley prints and solids to keep it fresh. There’s also an emphasis on the sensorial with twisted or wrapped designs, halternecks that you tie up and soft, floaty fabrics,” says Maria Östblom, head of womenswear design at H&M.
Voluminous dresses and coordinated separates lead the way, with body-con jerseys, graphic lace inserts, high slits and draping providing both some texture and highlighting the shape. Maxi-dresses and mini-dresses with handkerchief hems in silky blends move gracefully with each step, while tunic-style pieces and sarong skirts can just as easily be worn as beach cover-ups or as an instant everyday outfit. Pleated skorts and wide, fluid trousers signal ease, while billowing tops with thin straps and summer shirting and can be effortlessly mixed and matched. Meanwhile, the colour palette features warm brown tones, zesty orange and sunny yellow.