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Channelling an urban mood and a throw-on-and-go ease, the H&M Studio mini pre-fall capsule is designed for in-between days in the city, as vacation memories fade and thoughts turn to plotting fall wardrobes. Blending streetwise flair with avant-garde elegance, the most-wanted piece is a boyish leather jacket. Equally relaxed is the black linen-mix suit in a one-size-up fit for modern insouciance. A sculptural tank top pairs with low-rise baggy jeans, a leather mini skirt or sleek leggings. Then there’s the knock-out look for late summer nights: a mesh-insert mini dress. Just add accessories – pointed black leather slingbacks and a matching squashy bag exude polish, while a statement rhinestone earring adds irreverence.

“This capsule was created for the window between the end of summer and the beginning of autumn, when you return from vacation and want to ease yourself back into city life with a fresh look that still feels relaxed, versatile and easy to wear,”

says Ann-Sofie Johansson, head of design womenswear and creative advisor at H&M.

ABOUT H&M STUDIO
H&M Studio is H&M’s most directional, fashion-forward offering. Launched in 2013 and developed by an in-house design team at the brand’s Stockholm atelier, the limited-edition collections are unveiled several times a year.

“There’s a playful minimalism with the Back to School collection – a mix of classic essentials with details like dot print, bows, workwear touches and flared legs. The preppy side comes from rugby and polo references, poplin shirts and styling miniskirts with socks and loafers. Layering is key and this collection has all the pieces to make it as easy as possible,”

says Sofia Löfstedt, Head of Kidswear Design and Creative at H&M.   

For girls, the black faux leather shift dress has a simple silhouette that can be dressed up or down. A collared top with a bow underneath makes it sweet, while pairing it with a hoodie takes it casual. All-over monochrome dots add energy and playfulness to wide-leg trousers and a boxy sweatshirt. An A-line mini-skirt and matching jacket in eye-catching glitter dark denim calls for a simple white t-shirt underneath. And for more classic looks, a blue shirt with balloon sleeves and bow detail pairs with wide-leg jeans, or a grey pinstripe pleated mini-skirt, light blue shirt and bright red jumper for a pop of colour. Top either look with a short trench.

For boys, denim on denim gets turned up a notch with workwear details and a black contrast collar on the jacket. Add a pop of colour with a red t-shirt underneath. Or a black and white striped rugby shirt paired with denim cargo shorts and a khaki-coloured workwear jacket. With loose jeans and a black faux leather bomber jacket, the result is laidback with a contemporary edge.

For more information and background around the campaign, including additional imagery and products, please source H&M Magazine.

“Keith Haring’s interpretation of Disney’s Mickey Mouse is quite playful and we wanted to reflect that in the vibrant prints. It is a modern homage to both the artist and the animated character, as well as fashion and art, and I am really proud of what we have created combining these two icons”

says Sofia Löfstedt, Head of Kidswear Design and Creative at H&M. 

Liz Shortreed, SVP, global Disney, Pixar and Softlines Category shares,

“Our latest collection with H&M is fun and lively, inviting younger generations to connect with some of Disney’s most beloved characters in stylish new ways. Like Keith Haring and H&M, we celebrate creativity and artistic expression, working close with global fashion partners to reimagine our stories for new audiences.” 

Keith Haring’s long-time passion for the globally beloved character began when Haring was a young boy. Keith was encouraged by his father, an amateur cartoonist himself, to draw and even dreamed of being a cartoonist like his idol Walt Disney. After moving to New York in 1978, Haring quickly became part of the art scene with his drawings of Mickey Mouse appearing on subway walls, streets and clubs.

“Keith loved connecting with younger generations through his work and regarded Walt Disney as one of his creative inspirations. He celebrated Disney’s Mickey Mouse as a cultural icon and his interpretations have long been relegated to the art world.  H&M has beautifully reimagined Haring’s work and melded the two legends, offering a kidswear collection that helps spark inspiration and creativity,”

said David Stark, Founder and CEO of Artestar, the global brand licensing and consulting agency representing the Keith Haring Studio. 

For more information and background around the campaign, including additional imagery and products, please source H&M Magazine.

Channelling a holiday mood, the H&M Studio mini summer capsule combines a feeling of wanderlust with an emphasis on precious craft. The hero piece is a pale sunset-hued strappy maxi dress with floral appliqué detailing creating a tactile yet delicate effect. Similarly relaxed in silhouette is the black halter-neck maxi dress, with its flared skirt and spaghetti strap ties making a subtly dramatic statement. Two kaftan styles add options for the beach, with a short black-and-white printed style in a summery starfish pattern and a longer tiered white sheer dress. Then there’s the co-ordinating bralette and flared skirt, embroidered with abstract appliqué swirls in a sunset shade of apricot.

Each piece has been made using Regenerative Organic Certified® cotton. Regenerative Organic Certified® cotton is cotton grown without the use of artificial pesticides or fertilisers and contains no genetically modified organisms (GMOs). Regenerative Organic Certified® farming focuses on animal welfare, restoring soil and the lives of farmers.

“With this capsule we wanted to create an edit of throw-on-and-go holiday looks that can take you from the beach to drinks on the terrace to dinner al fresco. Versatility and durability are key concerns for our design team, and they were determined to create the ultimate summer dress our customers will be reaching for year after year, in a high-quality cotton that conforms to Regenerative Organic Certified standards,”

says Ann-Sofie Johansson, head of design womenswear and creative advisor at H&M.

ABOUT H&M STUDIO
H&M Studio is H&M’s most directional, fashion-forward offering. Launched in 2013 and developed by an in-house design team at the brand’s Stockholm atelier, the limited-edition collections are unveiled several times a year.

The womenswear collection is an electric take on free-flowing silhouettes. Contrasting trims, statement-making prints and colours interpret the Brazilian Modernism movement in a bold, powerful way, while details like lace-up fronts, embroidery and flouncy skirts signal confidence. Key pieces include innovative knitted kaftans and crochet pieces that have a raffia effect, sun dresses in voluminous maxi-shapes, flowy tiered sleeveless mini-dresses, and matching skirt or short sets worn with bikini tops.

In swimwear, bandeau pieces, crochet knit bikinis, triangle tops and tie-up details reign. Accessories include chunky gold-tone jewellery, earring and necklaces inspired by seashells and coral, beads, raffia hats and bags, thong sandals, braided slip-ons, and scarves and sarongs in prints that match the clothes.

“The flowy kaftans, voluminous dresses and skirt or short sets in the collection are relaxed, so we upped the drama with eye-catching prints in organic shapes and playing with volume – it feels powerful and confident, but there’s also this sensuality that feels very now,”

says Eliana Masgalos, Concept Designer at H&M.

The accompanying womenswear campaign was the artistic vision of photographer Rafael Pavarotti and starring Vittoria Ceretti along with Anok Yai and Devyn Garcia.

“It was a great pleasure and joy to go to Brazil to shoot the H&M Summer 2024 campaign. It’s always special to create at home. Being immersed in nature and surrounded by so much beauty was essential to capturing the essence of the collection – it’s a celebration of this incredible energy, like a breeze of an endless summer.,”

says Rafael Pavarotti, photographer.

The menswear collection takes a refined approach to the season. Exuding retro summer glamour with thoroughly modern fits, the focus is on shiny textures, lustrous jacquards and openwork knits. There’s a laidback white tuxedo, subtly textured short-sleeve shirts and tailored trousers in a colour palette of mainly off-white, beige, black and burgundy for a touch of grandeur.

“Summer dressing is naturally laidback, but we also wanted to inject some sophistication into the collection. Soft tailoring and shirting get the spotlight, especially in fabrics with sheen and texture. The result is refined and expressive,”

says Ross Lydon, Head of Design Menswear at H&M.   

In kidswear, the collection looks to coastal inspiration with shorts, shirts and dresses in soft stripes. There are also sweet details like smocking, crochet and tie-up shoulders. Skirts, tees and light knits come in light neutrals, black and muted red.

“For summer, we wanted the kidswear to have an easy charm. The stripes are a bit softer and the natural textures of the fabrics really come through. Summer knits are also key. Overall, we leaned into that playful combination of comfort and style,”

says Sofia Löfstedt, Head of Kidswear Design and Creative at H&M.

Prices for H&M Summer 2024 range from EUR 6.99 to 89.99.