H&M Studio, the refined offshoot of the high-street retailer’s mainline offering, has been gaining momentum in recent years. According to Ann-Sofie Johansson, head of design at H&M, the collection has become more relevant and personal, reflecting a deeper understanding of the “Studio woman.” “I think it’s more relevant because we’re getting better at doing it, I think we’ve chiselled out the Studio woman,” she explains from H&M’s Stockholm HQ. “It’s more personal than the rest of H&M.”
Tailoring has always been a cornerstone of Studio, seamlessly interwoven with “surprising and unique” pieces to create a balanced selection for the discerning woman. For autumn/winter 2024, the team drew inspiration from the effortless style of jazz musicians, capturing their transition from the stage to evening outings. Tailored silhouettes emerge in the form of a textured, notched-lapel cream jacket, a single-breasted blazer with a subtle checked pattern (both paired with matching skirts), and a double-breasted trouser-suit. To make a statement, the collection offers a puffy leopard-print belted coat, a patent leather skirt, a coated funnel-neck trench, crystal-encrusted ear cuffs, and knotted diamanté earrings.
Studio consistently presents reimagined essentials – a fresh take on the white T-shirt is always a highlight. This season, Johansson encourages mixing and matching a corseted boxy tee and gauzy long-sleeved tops with other pieces from the collection. Corsetry also takes center stage in the strapless LBD. Johansson emphasizes the collection’s versatility, “Each season, we talk about versatility and how we can wear garments in more than one way,” she explains. The team meticulously analyzes past sales data to ensure that customers are getting exactly what they desire in their wardrobes.
Ahead of the launch on 26 September, Vogue visited the H&M showroom for an exclusive preview of the collection. Here are three standout pieces that caught our eye:
The Leather Jacket
The hunt for the perfect leather jacket is an ongoing quest. While vintage styles hold a special place in our hearts, H&M Studio’s moto-style biker jacket is a worthy contender for the new season. Pair it with black tailored trousers and almond shoes for a chic and effortless autumn look.
The Oversized Blazer
Mastering the oversized silhouette requires finding the right balance. The Studio collection’s charcoal-hued, single-breasted blazer with a subtle checked pattern strikes the perfect balance between slouchy and fitted. It’s the perfect choice for those who want a touch of relaxed elegance.
The Suit
As with any pair of trousers, it’s wise to anticipate the need for alterations. However, if a pair is truly worth it and fits well, and you can envision wearing it frequently (like H&M Studio’s loose trousers), then don’t hesitate to invest in a tailor’s touch. These versatile trousers are sure to become a wardrobe staple.
