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As the Covid-19 cases in Malaysia hit an all-time high today, what we we really need right now is something that brings us hope and radiates positivity to get us through the coming days. Enter ‘Press Play’, H&M Studio’s highly-anticipated, high-energy homage to mood-enhancing fashion that launches on the brand’s website today!
Inspired by Gen Z’s musical muses who’ve got exhilarating style and sparkling personalities, the SS22 collection draws on the outré fashion of the 1980s and ’90s and is fuelled by a daring mix-and-match mentality – think potent colour palette and an electrifying mish-mash of prints, complemented by statement accessories. If you like all things OTT, you’ll have a blast working the clothing and accessories from the collection together, but if you prefer just a pop of colour in your look, you can pair the accessories with your plain – but not boring – everyday looks.
Take inspiration on how to work the looks by turning to the campaign images that were directed and photographed by Reto Schmid and styled by Georgia Pendlebury, which star Toronto-born breakout model, Devon Ross. A child of the Los Angeles music scene (fun fact #1: her dad, Craig David Ross, is Lenny Kravitz’s lead guitarist) and fashion world (fun fact #2: her mum, Anna, was a ’90s model), the 22-year-old Devon brings youthful dynamism and an offbeat edge to the campaign which was captured in London, where she currently lives.
As the Covid-19 cases in Malaysia hit an all-time high today, what we we really need right now is something that brings us hope and radiates positivity to get us through the coming days. Enter ‘Press Play’, H&M Studio’s highly-anticipated, high-energy homage to mood-enhancing fashion that launches on the brand’s website today!
Inspired by Gen Z’s musical muses who’ve got exhilarating style and sparkling personalities, the SS22 collection draws on the outré fashion of the 1980s and ’90s and is fuelled by a daring mix-and-match mentality – think potent colour palette and an electrifying mish-mash of prints, complemented by statement accessories. If you like all things OTT, you’ll have a blast working the clothing and accessories from the collection together, but if you prefer just a pop of colour in your look, you can pair the accessories with your plain – but not boring – everyday looks.
Take inspiration on how to work the looks by turning to the campaign images that were directed and photographed by Reto Schmid and styled by Georgia Pendlebury, which star Toronto-born breakout model, Devon Ross. A child of the Los Angeles music scene (fun fact #1: her dad, Craig David Ross, is Lenny Kravitz’s lead guitarist) and fashion world (fun fact #2: her mum, Anna, was a ’90s model), the 22-year-old Devon brings youthful dynamism and an offbeat edge to the campaign which was captured in London, where she currently lives.
“There’s a new mood of exuberance in the air, making us all want to dress up in fabulous clothes again. It’s reminiscent of the va-va-voom spirit that defined fashion in the 1980s up to the early 2000s. For the SS22 collection, we wanted to bring powerful, big-personality fashion back into the spotlight by offering versatile pieces that will inspire joy.” – Ann-Sofie Johansson, Creative Advisor at H&M
“For SS22, we had boundary-breaking musical muses on the mood board. We were inspired by their commitment to swerving clichés and expectations, both in their clothes and attitudes. The collection is all about no-holds-barred fun intended to help our customers build their very own optimistic new look.” – Linda Wikell, Concept Designer for H&M Studio
From avant-garde takes on laced-up denim and one-size-up suiting to lime-green satin co-ords and a wear-anywhere leopard-print swimsuit, these are a few looks that’ll command attention wherever you go. A studded denim mini skirt, a ruffle-adorned mesh top and a rhinestone-trimmed LBD recall a late 1990s mood for everything in excess. If you’re into tees, there’s an organic cotton T-shirt that comes with a distinctive image of Pop Art-inflected lips by Berlin-based illustrator, Stefan Fähler. As for the accessories, the focus is on seriously statement pieces – from neon-green snake earrings and a matching chain-link necklace to studded platform clogs and red low-ankle Western boots.
While H&M Studio is H&M’s themed and most fashion-forward offering developed by an in-house design team at the brand’s Stockholm atelier, rest assured that the collection is brought to life with H&M’s sustainability goals in mind, whereby every item that you see is made from more sustainably-sourced materials including recycled polyamide, polyester and wool.
Our top 5 picks from the collection:
The 5 co-ords you should invest in:
Accessories To Add To Cart:
Shop the limited-edition H&M Studio SS22 Collection here.
Photography: H&M
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