Get your hands on the Scandinavian-cool H&M Studio for AW16
The fast-fashion giant’s latest collection is a fusion of female empowerment and romance
When it comes to Swedish folkloric influences, no one does it better than H&M - have you not seen the Kenzo X H&M dress? When we first saw Jourdan Dunn and Andreja Pejic strutting down runway at the H&M Studio AW16 show in March earlier this year, we were already mentally adding the items to our carts. You can't really blame us; from the powerful tailoring to the exaggerated cuts and a playful take on contrasting materials, every piece seems to be a must-have.
This season, the collection features a plethora of separates in detail, whether it's the precision of cut or the embroideries. The brand's creative advisor, Ann-Sofie Johansson explains, "There is a new femininity in this H&M Studio collection. It's about female strength and power, with a fresh look at folklore and romance. It's very elevated, and also very real."
Going back to its Swedish roots, the collection presents folkloric silhouettes, prints and embellishments such as the embroidered top teamed with beading and crystals, a sweater in lynx prints, gaucho hat and cowboy boots. Romantic elements are also apparent throughout with pieces like white shirts with voluminous sleeves, lace dresses and sheer printed dresses, bringing glamour and softness to the collection.
Check out more of the collection pieces in the video below:
The H&M Studio AW16 women's collection is available from today at H&M Avenue K