H&M Studio's spring/summer '24 collection takes its cues from the dreamy 1970s while giving it a contemporary twist
A retro breeze swept across H&M for the brand’s spring/summer ’24 Studio collection. “This season, the design team had a free-spirited creative in mind, on the move and ready for adventure,” explains Linda Wikell, concept designer at H&M Studio. “Looking to 1970s wardrobe codes and infusing them with contemporary cool, we wanted to give the collection a curated feel.”
Zeroing in on effortlessness, the line-up focuses on relaxed silhouettes, appearing on slouchy suits, flowy dresses and floor-sweeping maxi skirts. Classic pieces have been reinvented with a fresh spin, where rhinestone-speckled loungewear and a buttery, baby blue leather jacket breathe new life into wardrobe staples. And just like in the 70s, denim has been integral in the SS24 offering, arriving in era-appropriate flared jeans ideal to be paired with the matching denim shirt or the vibrant vermillion knit for a pop of colour.
“Fashion is in a practical mood for spring, focused on wardrobe archetypes – a sharp overcoat, trusty denim jeans, a flattering dress – that convey quiet confidence,” says Ann-Sofie Johansson, creative advisor and head of design womenswear at H&M. “We wanted to capture that understated feeling with beautifully-cut contemporary pieces that nevertheless spark desire, easily translating from day-to-night, and from season to season.”
While the clothes may exude a quiet confidence, the SS24 accessories pack a punch. From snakeskin kitten heels and a matching bag to oversized sunglasses and chunky, golden jewellery, the accessories strike a perfect balance with the otherwise subdued nature of the collection.
See the full collection below:
H&M Studio - SS24
