Discover H&M STUDIO Spring Summer 2022 collection that was inspired by the quirky fashion of the 1980s and 1990s, and it celebrates fashion’s bright new era. The Press Play collection is high-energy homage to mood enhancing fashion. It explores a daring mix and match mentality with a potent colour palette, an electrifying fusion of prints, and statement accessories. Fashion photographer Reto Schmid captured the campaign featuring the striking Devon Ross at Next Models. In charge of styling was Georgia Pendlebury.
There’s a new mood of exuberance in the air making us all want to dress up in fabulous clothes again. It’s reminiscent of the va-va-voom spirit that defined fashion in the 1980s up to the early 2000s. For the SS22 collection, we wanted to bring powerful, big-personality fashion back into the spotlight, offering versatile pieces that will inspire joy – Ann-Sofie Johansson, Creative Advisor at H&M
“Key pieces radiate a “see-and-be-seen” attitude. From avant-garde takes on laced-up denim and one-size-up suiting, to lime-green satin co-ords and a wear-anywhere leopard-print swimsuit, these are looks that command attention. A studded denim mini skirt, a ruffle-adorned mesh top and a rhinestone-trimmed little black dress recall a late 1990s mood for excess. Meanwhile an organic cotton T-shirt features a distinctive image of Pop Art-inflected lips by Berlin-based illustrator Stefan Fähler. And in accessories, the focus is on seriously statement pieces, from screen-green snake earrings and chain-link necklaces to studded platform clogs and red Western boots. In line with H&M’s sustainability goals, every item in the collection is made from more sustainably sourced materials including recycled polyester, recycled polyamide and recycled wool.” – from H&M
For SS22 we had boundary-breaking musical muses on the mood board. We were inspired by their commitment to swerving clichés and expectations, both in their clothes and their attitudes. The collection is all about no-holds-barred fun, intended to help our customers build their very own optimistic new look – Linda Wikell, Concept Designer for H&M Studio