H&M Studio, a refined offshoot of the high-street retailer’s mainline offering, has been around for over a decade. And in recent years, the collection has soared in popularity. “I think it’s more relevant because we’re getting better at doing it, I think we’ve chiselled out the Studio woman,” head of design Ann-Sofie Johansson tells Vogue from H&M’s Stockholm HQ. “It’s more personal than the rest of H&M.”
Tailoring has always been at the heart of Studio, interspersed with “surprising and unique” pieces to strike a balanced selection for the “woman” Johansson refers to. For autumn/winter 2024, the team referenced the “nonchalant style” of jazz musicians and their transitions from the stage to nights out. Tailored silhouettes take form as a textured, notched-lapel cream jacket and a single-breasted blazer with a subtle checked pattern (both come with matching skirts); and a double-breasted trouser-suit. As for statement-making pieces, there’s a puffy leopard-print belted coat, a patent leather skirt, a coated funnel-neck trench, crystal-encrusted ear cuffs and knotted diamanté earrings.
Read more: The Key Autumn/Winter 2024 Trends To Know Now
Studio typically features newly-interpreted basics – for instance, there’s always a fresh take on a white T-shirt – and this season, Johansson encourages wearers to mix and match a corseted boxy tee and gauzy long-sleeved tops with other pieces seen throughout. Corsetry is also a defining aspect of the strapless LBD in the collection. “Each season, we talk about versatility and how we can wear garments in more than one way,” Johansson explains, adding that the team analyse what has sold previously and why certain pieces weren’t a hit, to ensure that customers are getting exactly what they want in their wardrobes (with a focus on quality, the price points are noticeably higher than mainline for this reason).
Ahead of the launch on 26 September, Vogue visited the H&M showroom to exclusively try on the three best pieces from the new H&M Studio capsule.
The leather jacket
I’m forever on the hunt for the perfect leather jacket. While I tend to prefer vintage styles – nothing beats the worn-in appeal of a jacket worn many, many times – H&M Studio’s moto style biker is a worthy new-season option. Pair with black tailored trousers and almond shoes for an easy autumn look.
