H&M’s highly anticipated Studio Collection comes but twice a year, and if you know how good they always are, you’re in for a treat. The S/S 20 collection just went live today and it’s a feast for the eyes. It’s filled with colorful, trend-forward pieces that will greatly enhance your spring wardrobe in one fell swoop. And although the price points may be higher than H&M’s usual offerings, the quality of the pieces is quite elevated. This time around, a slew of perfect spring trends are represented (i.e. cropped blazers, hot pink, voluminous dresses, ruching, baseball caps, bermuda shorts, and more…), so prepare to fill your cart to the brim.
The new collection (which has beach and swimwear slated to drop on May 28) was inspired by the Swedish island of Gotland, with a “carefree surf girl” as its muse. We had the chance to pick H&M’s Creative Advisor Ann-Sofie Johansson’s brain about the collection, and we wanted to know why the Studio collections are so popular (they always fly out of stock) and, of course, which pieces she predicted would sell out first. So what’s the draw of the semi-annual collections? She Johansson said, “I think our H&M Studio collections have rightly gained a reputation for offering affordable, fashion-forward styles that really resonate with our highly informed customer base. Every season, we place an emphasis on good quality pieces that are well-designed and versatile, so you know you can always pick up some excellent tailoring, a great dress, a pair of cool shoes… and you know that every design has a little detail that makes it feel considered and very special.”
And as for the piece she predicts will be a runaway hit, she told us, “It’s always hard to predict because the collection is so versatile and it appeals to all kinds of different women with individual takes on personal style. We don’t dictate with H&M Studio—it’s about wearing things in your own unique way. But I love the breezy parachute dresses in this spring collection in the bright blue and also the neon colorways, and I think they will be very popular. They’re so easy to wear—you can put them over a roll-neck and trousers in the winter, and over swimwear in the summer.” There you have it: You should probably add those dresses to your cart first…
Keep scrolling to shop H&M’s S/S 20 Studio Collection, including the dress that everyone will want.
Next up: Our editor re-created 5 spring runway looks at H&M.
