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And it launches in store and online very soon…
Fashion Editor willing to sell her soul for a good bag.
If you thought Fashion Week was all about super expensive, ultra high-end designer brands showcasing their latest offerings, H&M's SS21 Studio Collection launch at Copenhagen Fashion Week this afternoon ought to prove otherwise.
Marking its digital runway debut, the high street stalwart introduced its vision for next season with adventure and self-expression in mind.
Created by an in-house design team at the brand's Stockholm atelier, the much-loved 'Studio' collections are H&M's most fashion-forward, limited edition offerings which are unveiled biannually.
Designed to be cherished forever, the spring/summer 2021 collection has been crafted predominantly from sustainably-sourced materials, and sees tassels and fringing aplenty as clever contemporary design details decorate and elevate classic shapes and timeless staples.
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An electric colour palette adds a fun dimension, with eye-catching coral-oranges and neon yellows balanced by more neutral tones of black and beige.
"The SS21 collection muse finds adventure and fantasy in the everyday," explained Ann-Sofie Johansson, Creative Advisor at H&M. "The collection is a concise edit of optimistic looks to feel comfortable and confident in."
"We wanted to capture the attitude of a confident and self-expressive explorer," revealed Angelica Grimborg, Concept Designer at H&M Studio, "so there are lots of bold pieces with under-the-sea references. The fringed skirt feels almost octopus-like, whereas the cropped painted leather jacket is a modern take on a maritime classic."
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"Similarly, we added elements, such as tendril-like curls and irregular buttons, so that pieces feel as if pulled-from-the-ocean."
The high street label's decision to not only put on a digital runway show but to do so at Copenhagen Fashion Week – having previously shown during Paris Fashion Week – is a testament to the Danish capital's ever-growing influence within the industry.
"We are happy that H&M have chosen to show their H&M Studio SS21 collection in Copenhagen," said Cecilie Thorsmark, CEO Copenhagen Fashion Week, "as it continues to emphasise the importance of Copenhagen Fashion Week as a key global fashion week, for both its showcase of the leading Nordic brands and its dedicated focus on positive change in the fashion industry."
Scroll down to see our Fashion Editor's pick of the H&M Studio SS21 highlights…
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