Sunday, February 28

H&M's SS21 Studio Collection Has Dropped—Here's What I Rate


Over the last 12 months H&M really has proved itself to be the leader of the pack when it comes to innovative high street design. Alongside accessible wardrobe staples, the brand has managed to deliver countless boundary-pushing collections, both through its designer collabs (Cc Simone Rocha), but also via its Studio lines. Typically using Studio to experiment with a more avant garde aesthetic, H&M separates itself from the pack by taking risks and stepping away from the prevailing cookie-cutter Insta trends. Well, the brand’s Studio SS21 edit is here, and it’s looking as good as it’s ever been. 

H&M's SS21 Studio Collection Has Dropped—Here's What I Rate hms-ss21-studio-collection-has-dropped-heres-what-i-rate
It’s reasonable to say that this collection won’t be for everyone, but to be honest, as a fashion editor, it’s a breath of fresh air to see affordable brands diverging from the mainstream (something usually left to designers). We’re talking sculptural tailoring, statement fringing, eye-popping shades of neon, and show-stopping gowns. Ok, so we probably won’t be wearing these on our sofa during lockdown (although if that brings you joy, then all power to you), however it gives a glimpse of what’s to come: Parties will return, Friday night cocktails reconvened and dressing up given the green light. 

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Yes, H&M has knocked it out the park yet again, and as per usual, these Studio pieces are sure to sellout within 24 hours, so don’t delay if you spot something you love. Scroll down to see and shop the edit.

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Up Next: Small But Mighty: 31 Pieces From the Coolest British Brands



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