This time, H & M evokes the urban grace and minimalism of Japan, to be exact Kyoto´s utilitarian simplicity and the unique urbanity of Tokyo’s style scene. The designers focused on the country´s architectural aesthetic that results in creating clean silhouettes with a relaxed vibe, adding a touch of work wear inspired pieces.
The H & M Studio SS18 Collection is providing tailored pieces literally made for every woman such as head-to-toe print and bright colors (mainly using primary colors) in the shape of flattered dresses, easy tunics worn over flared trousers and statement knits.
“This collection celebrates the vivacity of women. From the primary colors to the easy-going movement of the fabrics and silhouettes to the strong prints, there’s definitely an affinity for urban settings with a hint of glam. And yet, there’s also a longing for nature, an unpretentious way of life. We can have both, of course — that’s the beauty of modern life.” – Pernilla Wohlfahr, head of design and creative director for H & M.
Musée des Art Décoratifs
The collection will be shown in the Musée des Arts Décoratifs in Paris, which is a wonderful and unique venue. Later on there will be hosted a major art exhibition of Japan, which mostly influenced the SS 2018 collection. Can´t wait to see the fashion show!
For these pictures, we were choosing a special location; an inner court of a building in Vienna, matching to the minimalistic collection. Finally, the pieces hit select global stores (as well as online) beginning March 1! Yeahhh!
Do you like the new H & M Studio SS18 Collection collection and what is your favorite piece?
Lots of love,