Keeping in Tune With The Times, H&M Debuts ‘See Now Buy Now’ with their Studio S/S 2017 Collection

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H&M will align their next runway H&M Studio SS17 Collection taking place during Paris Fashion Week, on 1 March 2017 with their retail calendar and have a “see now, buy now” model. The collection will then launch in stores globally on the 2nd of March. The collection will be available in South Africa at Sandton City – women, men’s and kids collection and V&A Waterfront – men’s and kids collection

Strength and sensitivity for men at H&M Studio Collection

Precision and strength; reworked traditions of menswear; crisp modernity of sports – these are the main inspirations for men at H&M Studio. Fluidity is essential, with a looseness and lightness of movement contrasted with the almost second skin sheer knits worn with new silhouette sweatpants. Menswear classics are reborn; elevated sportswear pieces bring clean lines and the power of saturated colour. Embrace the mix and play with differences for a look that’s rooted in tradition but looking to the future.  “H&M Studio is about contradictions. It’s the balance between tailored tradition and sporty modernity; colours and textures, and between masculinity and a new sensitivity,” says Andreas Lowenstam, H&M’s men’s head of design.

Black, white, grey and pink.

Wool, nylon, cotton, cotton seersucker, plastic and mesh.

Fluid wool trench, pink nylon bomber, cropped sweatpants, transluscent white nylon anorak, rib mockneck top, cotton or nylon tanks, white seersucker and pink nylon shorts.

Leather slip-in’s and nylon gym backpack.

Simplicity, love and passion for women at H&M Studio Collection

The grace and romance of ballet and the passions of sport create a message of love at H&M Studio. Femininity, volume and traditional techniques are mixed with the functionality and high-tech details of sportswear to create a fresh and modern clash. Imagine the ballet dancer backstage, matching her traditional costume with sportswear pieces to build a wardrobe of contrasts, bridging the resonance of history with the simplicity of modern lines. “This is a collection about love, a positive message of hope and optimism. Knowledge of the past mixed with the energy of today creates a path to a new future,” says Pernilla Wohlfart, H&M’s design and creative director.

Organic cotton, silk jacquards, delicate fine knit and nylons.

Gathers, smocking, pin-tucking, fagotting, drawstring details, ruched nylon, frills and flared sleeves.

Black, white, with pops of vivid colour.

Hiking sandals with utility ankle straps, leather headbands and flat leather slip ins.


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