If there’s one high street brand that is truly killing the sartorial game right now, we can all agree it’s H&M. Take for example the way it celebrated the launch of its H&M A/W 2024 collection last month in London. Attended by Naomi Campbell, Ncuti Gatwa, Iris Law, Amelia Gray and H&M city host Lila Moss (who stars in the A/W 2024 campaign), shoppers too were treated to a performance by woman of 2024, Charli xcx, with a after-party with DJ sets from the likes of Jamie xx and SHERELLE. And that was only the beginning.
During Paris Fashion Week, the brand held a party with a performance by English neo-soul singer Olivia Dean and guests like Amelia Dimoldenberg, Yasmin Finney and Elsa Hosk.
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If that wasn’t enough, on Thursday September 26 the high street brand launchs its H&M AW/24 studio collection, which takes inspiration from jazz music and the art of improvising. ‘The wardrobe – a soundtrack that will accompany you day to night – plays on the tension between masculine and feminine expression and features key pieces such as a shrunken wool blazer and strong feminine silhouette dresses,’ a press release about the collection reads.
Our top pick? The mid-length padded leopard print coat. With the large lapel, belted waist and larger-than-life print, it is the perfect cover-up for winter and ticks the leopard print trend box we've long wanted to invest into this season.
'This season, animal print reigns supreme, and there’s no better way to wear it than wrapped in a luxurious duvet jacket. Channel your inner mob wife while staying protected from the elements. With a stand-up collar and waist-cinching tie, this jacket is the statement piece you didn’t know you needed,' says Augustine Hammond, ELLE UK's Fashion Features Writer.
Other covetable pieces in the collection include a white tuxedo shirt, a sheer black LBD, heavy knits, silhouette-focused jackets, and chunky black accessories.
Ann-Sofie Johansson, Creative Advisor and former Head of Design for H&M, says of the designs: ‘[As designers] we always have the customer in mind because we are the customer. Good pieces are those you can rotate, are super versatile, and can be styled in different ways. They’re what you build your wardrobe around. You might need to change them over the years and they shouldn’t be limiting or set in stone. They should make your life easier so that you can build you style around those pieces.’
As for the colour palette of the collection, Johansson and her team have stuck to core hues of white, grey, black and gold, with smatterings of silver, leopard print and cream, which reflects the Scandi aesthetic we’re all desperate to emulate. ‘We don't have the vibrant colours like other cities,’ she says of the Scandi ‘look’. ‘If you walk around Stockholm the buildings have subdued tones.’
Shop Our Top Picks From H&M Studio’s AW/24 Collection
H&M Studio AW24 Large rhinestone-chain cluster earrings
H&M Studio AW24 Poplin tuxedo shirt
H&M Studio AW24 Chunky sunglasses
H&M Studio AW24 Wool-blend tapered-waist jacket
H&M Studio AW24 Kitten-heeled leather slingbacks
H&M Studio AW24 Wool-blend single-breasted blazer
H&M Studio AW24 Layered crêpe satin dress
H&M Studio AW24 Extra-large coated shopper
H&M Studio AW24 A-line leather skirt
Looking ahead to 2025, Johansson predicts wide jeans – think the barrel-leg – will continue to be a popular choice. ‘To change a silhouette when it comes to bottoms takes quite a long time but I think for the majority of people, the barrel jean is popular because there’s an element of nonchalance and effortlessness to them,’ she says. ‘There’s also a hit of tomboyish-ness, where people don’t want to look like they’re trying too hard kind of thing. You can throw a little blazer or jacket on top.’
As for shoes, it’s time to ditch the high heels for the time being as the slipper, ballerina and deck will be key. ‘When you’re wearing a pair of wide-leg denims, a flat suits them more anyway,’ she says.
The H&M Studio collection is now live on hm.com and in selected stores.
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Katie O'Malley is the Site Director on ELLE UK. On a daily basis you’ll find Katie managing all digital workflow, editing site, video and newsletter content, liaising with commercial and sales teams on new partnerships and deals (eg Nike, Tiffany & Co., Cartier etc), implementing new digital strategies and compiling in-depth data traffic, SEO and ecomm reports. In addition to appearing on the radio and on TV, as well as interviewing everyone from Oprah Winfrey to Rishi Sunak PM, Katie enjoys writing about lifestyle, culture, wellness, fitness, fashion, and more.
