Presenting H&M Studio A/W 2024
A versatile autumn-winter wardrobe with an edge, designed by H&M's in-house design team.
With the latest Studio collection, the design team found inspiration in the world of music, focusing on the jazz principles of reinvention and transition. A musician’s wardrobe shifting effortlessly from day to night or backstage to the spotlight served as a foundation during the design process.
“For autumn, the design team were inspired by the strong yet easy-going style of jazz musicians—throwing on a look and hitting the stage, then out into the night,” says Linda Wikell, Concept Designer at H&M.
Anchored in reinvented classics, the collection finds a balance between relaxed and statement, masculine and feminine, resulting in a seasonal wardrobe that allows for creativity and timeless style.
“This season mixes pulse-racing pieces and reworked classics to wear year after year, plus accessories that give an outfit a cool edge”
says Ann-Sofie Johansson, Creative Advisor & Head of Womenswear Design at H&M.
Key looks include a statement trench coat, an oversized shearling jacket, dark-wash denim with metallic details, sharply tailored leather trousers, white sling-back pumps, grey thigh-high boots and an oversized tote bag. Shimmering finishes and a spotlight-inspired print provide a gleaming counterpoint.
The collection comes to life in a campaign photographed in Paris by Karim Sadli, filmed by Mathieu Plainfossé, styled by Suzanne Koller and starring Loli Bahia.
H&M Studio is all about easy wardrobe solutions—timeless, multi-purpose pieces that take you from a working day to drinks and dinner, helping you to feel polished but relaxed,” says Ann-Sofie Johansson, Creative Advisor & Head of Womenswear Design at H&M.