The build-up to H&M's Studio collection has us shook with excitement; we now know that H&M is taking a different route to previous collections and has decided to create a more experiential and immersive show. Do you feel this direction of production was inspired by the actual collection, and does the design team play a role in that?
For the H&M Studio SS19 collection we were inspired by a photograph of the naturally-occurring mineral ponds in the desert in Utah and it got us thinking about the adventurous, glamorous explorer as our muse. H&M is an innovation-led company, we are always thinking of unique ways to present our collections, and this season the theme really lent itself to thinking outside the box and embracing the notion of exploring. We felt it would be incredible to present the collection in the awe-inspiring landscape that inspired it – which is why we are moving away from the Paris catwalk this season and adopting an immersive theatre format in Arizona.
Tell us more about the creative process behind this collection. What was your main source of inspiration and how do you develop a commercially successful collection from there?
As I mentioned, the photograph of the mineral ponds in Utah struck a chord with the design team because we were so fascinated by the rainbow colours, which look synthetic yet are naturally occurring. From that photograph we began thinking of a “glamorous explorer”, a woman who would be at a pool party in a sequin skirt one evening and then the next morning, up at dawn to do yoga on the top of a mountain. We always try to make H&M Studio collections very versatile, and this collection is no different – there are statement pieces and classic wardrobe binders that will stand the test of time.
With the collection having such a wonderfully bold yet nomadic feel to it, what kind of woman do you envision wearing these pieces once it hits stores?
Certainly an adventurous woman! We never want to dictate trends with our fashion collections – it’s about helping our customer develop her own sense of personal style. We’re excited to see how our customer wears and style the collection.
We've seen a ton of animal print over the past couple of seasons, but it seems that it just keeps coming, what are your thoughts on all this animal print and why is it infiltrating the market, from the high street to the masses?
I think animal print has been coming through as a trend for so long that at H&M we almost talk about it as if it’s a classic wardrobe piece. I particularly like the zebra print in this collection because it’s very bold if worn head-to-toe, but in smaller pieces sprinkled in with utilitarian safari styles, it has a more laid-back appeal.
I'd love to splurge and buy the entire collection, because, well it is insane! But if I had to only choose one thing, what would you recommend and why?
That’s great to hear! I have so many favourites in this collection but if I had to choose, I think it would be the jersey tan and black zebra-print dress. I will live in that this summer, with sandals, and then add boots and a cosy knit once the temperature starts to drop.