Introducing H&M Studio SS20: The raw and the refined

Perfect white crescent beaches, washed by clear water. Barren landscapes with pillars of limestone. Peaceful meadows full of lush greenery. The nature of Gotland, the rural island outside Sweden’s southeastern coast, is pure magic.

This is where the H&M design team found the inspiration for H&M Studio SS20. The collection uses ‘freedom’ as its guiding mantra, presenting a wide range of wardrobe solutions for the woman who surfs, climbs and explores.

“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 H&M Studio SS20 collection takes the carefree surf girl as its muse: one who mixes voluminous wear-anywhere dresses with raw-edged tailoring and sporty swimsuits. Key pieces include the electric pink recycled polyester dress, the limestone-hued viscose-linen cropped jacket with raw-edged hems and wide-legged trousers, the chunky cotton-nylon crochet cardigan, and the statement platform leather ankle boots. A colour palette of hot pink and cobalt blue with flashes of acid green dominates, set against limestone and cream.

The H&M Studio SS20 collection is available online and in selected stores worldwide starting 20 February. A second drop, adding a high-summer offering of athletic swimwear and easy beach kaftans, will be available in May.