Oscars: H&M unveils the artistry behind content creator Jihoon's breathtaking Oscars dress

In an exclusive interview H&M studio designer Kathrin Deutsch, shares their creative journey behind Jihoon’s exquisite red carpet gown. The design embodied a beautiful tension between power and fragility, perfectly aligning Jihoon’s brand with H&M Studio’s vision. Collaborating closely throughout the process and overcoming challenges like tight timelines truly exemplifies their commitment to excellence.

GLAMOUR: Congratulations on designing such a beautiful Oscars red carpet dress for Jihoon. Could you walk us through the initial design process? What was the foundational inspiration and how did you translate that into the stunning final piece?

fashion

Shopping: A round up of some of the coolest sneaker drops

H&M: We wanted to hold two ideas in tension: power and fragility. The strong hourglass silhouette and exaggerated hips – rendered in beaded lace – speak to strength, while the semi-sheer fabric introduces a sense of vulnerability and openness. That transparency wasn’t just aesthetic. You could see the corsetry and boning working beneath the surface, but it also worked as a metaphor for Jihoon herself – her creativity, her confidence all visible, nothing hidden.

GLAMOUR: Aligning a designer's vision with a celebrity's distinct personal brand and public image is a delicate balance. How did you manage the process of aligning your artistic vision for the gown with Jihoon's preferences and the team's strategic goals?

H&M: Luckily, from day one we were both in complete alignment. We had the same vision, we were vibing on the same things, and we worked together every step of the way. Everything from the colour to design details like the neckline and high leg slit were made to bring out the best of Jihoon, but also show off H&M Studio’s expertise. The whole process was one of true co-creation and we couldn’t be prouder of the outcome.

GLAMOUR:The Oscars red carpet is undeniably the premier fashion stage, placing your work in direct competition with the most established and legendary luxury design houses globally. Given this enormous global platform and intense competition, was this not an intimidating experience? How did you manage the pressure?

H&M:I wouldn’t say ‘intimidating’ because we’re used to the pressure. It was more of a wonderful challenge that involved a mix of creativity, craft and human connection. As long we could nail all three we knew it would turn out beautifully. At H&M Studio we have years of knowledge and expertise which definitely helped us create this beautiful dress.

GLAMOUR:Considering the complexity, the compressed timeline, and the event's sheer global visibility, what single task or challenge proved most daunting throughout the entire design and execution process?

H&M:The tight timeline and securing the right materials to create the dress from scratch was the most daunting. We were all at the mercy of courier companies getting everything to us on time!

GLAMOUR:Lastly, can you describe the feeling of the sketch to the actual garment being worn and having your vision being realised? What is the emotional journey of seeing a concept move from a two-dimensional drawing on paper - a moment of pure, raw inspiration - to a fully realised, tactile piece of clothing that a person can inhabit?

H&M: In many ways, words cannot truly describe how we feel as a team. But if we’re trying, the first things that come to mind are absolute joy and pride in our craft. We will never forget this moment.