H&M, a fusion of 1970s vibes and modern silhouettes

Global fashion brand H&M unveils the H&M Studio S/S 24 collection for the new season, combining modern silhouettes with natural styles and relaxed 1970s style codes.

This collection is inspired by the ease of musical artists and driven by the evolving practical fashion trends. It features relaxed-fit suits, flowy dresses, and bright accessories, offering a style filled with freedom and adventure.

"This collection has a practical mood for spring, focusing on a wardrobe that showcases confidence with sharp overcoats, denim jeans, and daring dresses. We wanted to encapsulate a restrained feel of beautifully tailored modern pieces that effortlessly transition between day and night, and season to season," says Ann-Sofie Johansson, Head of Women's Wear Design and Creative Advisor at H&M.

The collection is made up of key pieces that add vitality to the classic wardrobe with fine details. Revived from the H&M Studio archives, the sharp-shouldered blazers and the simple yet sophisticated pale blue leather coats showcase comfortable tailoring.

Fitted flare denims, along with rhinestone-decorated loungewear, demonstrate relaxed sophistication.

Additionally, snake skin print mini dresses and captivating orange maxi dresses for evening styling emit a subtle retro mood. The accessories feature a variety of colors and sizes, with the signature padded H&M Studio bag returning in a mini size with a snake skin print.

Particularly, this collection prides itself on using more sustainable materials and high-quality compositions such as chrome-free leather, premium wool, organic cotton, and post-consumer textiles like Infinna and cellulose.

"This season, the design team was ready for an adventure with a mindset of free creativity. Observing the garments that breathe modern chic into the wardrobe codes of the 1970s, we aimed to give the collection a curated feel with hero items like leather coats and knee-high boots that can be worn in various combinations," says Linda Wikell, concept designer at H&M Studio.