H&M launches Psychedelic Studio SS20 Collection


H&M has just launched its most ‘fashion-forward’ collection of the year.

The new Studio SS20 collection from the Swedish fashion giant is inspired by the lunar-like landscape and free-spirited surf culture of the Swedish island of Gotland. With airy silhouettes, bright rock formation prints and an expressive mix of textures, the collection comprises of a color palette of hot pink and cobalt blue with flashes of acid green dominates, set against limestone and cream.

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.

‘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,’ said Ann-Sofie Johansson, Creative Advisor at H&M in a press release.

The sun-drenched campaign images were lensed by Australian photographer Lachlan Bailey and features models Felice Noordhoff, Cara Taylor and Mayowa Nicholas against the skyline of Los Angeles and the glare of the backdrop of Pacific Ocean.

The first drop of the collection will be available from February 20 in selected H&M stores and online. The second part of the Studio SS20 collection which contains athletic swimwear and easy beach kaftans is expected to be released in May.

See the stunning campaign images here

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