Today, H&M Studio launches a limited-edition collection for Fall/Winter 2014 with emphasis on bohemian style and masculine tailoring. Head of Design Ann-Sofie Johansson describes the limited-edition collection by saying, “I love the freedom of choice and bohemian spirit of H&M Studio for Autumn/Winter 2014. It’s all about feminine pieces full of sophistication and fun, worn with attitude.” Feminine features include the silk slip dress, the velvet top, and the cashmere sweater. Masculine influence can be found in wide-leg trousers and tailored blazers.
Ahead of the worldwide collection launch, Savoir Flair spoke exclusively to Johansson to get the low down on the collection.
What sets this collection apart from other H&M collections?
H&M Studio is about our love of fashion being at the heart of everything we do. We presented this collection during Paris Fashion Week. It is what you might call a capsule collection when launched in store. It has a story to tell, and it holds very well together; you could really combine the pieces into your own personal style or add it to something you already have at home for a unique look.
What was the inspiration behind this collection?
For the Studio collection, we felt for a lot of different influences – we looked to the 90s and a young Kate Moss, we talked about Charlotte Gainsbourg and her tomboy look, we also felt for sporty references, and we wanted it all to be a collection that you can mix in many different ways. It should feel cool and effortless. We worked with tactile fabrics, like leather, velvet, faux fur, mohair, and silk in black, navy, khaki green, and off-white with a warm red as accent
How do you think H&M’s Middle Eastern patrons will respond to it?
I hope that all our customers will appreciate our latest collections and that they can find new favorites to add to their existing wardrobe.
The H&M Studio FW14 collection launches today across the Middle East.