H&M is one of our ultimate high-street heroes, offering affordable basics and Insta-ready pieces at pretty impressive prices. But that’s not all the store has to offer – case in point, the new fashion-forward H&M Studio collection, which just dropped in stores and online, and looks like it stepped straight off the catwalk.
‘Taking inspiration from the Swedish island of Gotland, the H&M Studio SS20 collection celebrates the carefree surf girl — one who mixes sporty swimsuits with voluminous dresses and statement platform leather boots,’ the brand says of the edit, which is a blend of brilliant brights and softer ice cream pastels.
It may be a little early (read: cold) for the sporty swimsuits and turquoise twill shorts in the range, but there’s nothing wrong with thinking ahead, and even if you want to buy now, wear now, there’s also suiting that’s perfect for the office and crochet knits to see you through the rest of the colder snap in style.
‘I particularly love the tailored items, which embody the collection’s balance of raw and refined elements – I’d wear the satin trousers and shirt with platform boots,’ says Ann-Sofie Johansson, Creative Advisor at H&M.
The price points are slightly higher than your typical buy; think £79.99 for a drawstring nubuck bag, or £99.99 for a statement woven dress, more in the region of sister brand Cos than your usual H&M fee. However, if budget stretches, it’s certainly worth the investment – just be sure to move quickly, because the best pieces are selling out in a matter of hours, rather than days.
7 of the best buys from the spring H&M Studio collection
Going on a beach holiday later in the year? Look out for H&M’s second Studio drop of the season, a high-summer offering of athletic swimwear and easy beach kaftans, which will be available in May.