IT'S TIME TO PRESS PLAY: H&M STUDIO S/S 2022 CELEBRATES FASHION'S BRIGHT NEW ERA
NEW YORK, March 10, 2022 -- H&M is excited to introduce H&M Studio's "Press Play" collection featuring a high-energy homage to mood-enhancing fashion. Inspired by musical Gen-Z muses with exhilarating style and glowing personalities, the S/S 2022 collection draws on the eccentric fashion of the 1980s and 1990s. A daring mix-and-match mentality fuels the collection with a potent color palette and an electrifying fusion of prints and statement accessories. The H&M Studio SS 2022 collection will be available in the U.S. at the H&M Fifth Avenue flagship and HM.com beginning March 10.
Key pieces in the collection include avant-garde takes on laced-up denim, oversized suiting, lime green satin-coordinated sets, and a versatile leopard print swimsuit. A studded denim mini skirt, ruffle-adorned mesh top, and rhinestone-trimmed little black dress are inspired by the late 1990s style. Pop Art-inspired lips by Berlin-based illustrator, Stefan Fähler, are featured on an organic cotton T-shirt. Accessories include strong statement pieces with screen-green snake earrings and chain-link necklaces. Studded platform clogs and red Western boots are key footwear styles in the collection.
In line with H&M's sustainability goals, every item in the collection is made from sustainably sourced materials, including recycled polyester, recycled polyamide, and recycled wool.
Left to right - Ann-Sofie Johansson and Linda Wikell
In London, H&M Studio's S/S 2022 collection campaign was directed and photographed by Reto Schmid and styled by Georgia Pendlebury. The campaign features break-out model of the season, Devon Ross. A child of the LA music scene, 22-year-old Devon brings youthful dynamism and an offbeat edge to the campaign.
H&M Studio is H&M's most directional, fashion-forward offering. Developed by an in-house design team at the brand's Stockholm atelier, the limited-edition collections are unveiled biannually.