H&M unveils its SS19 Studio Collection in grand fashion in the Magic City.
H&M Studio Collection, the brand’s biannual fashion-forward and limited-edition collection of statement pieces, has typically been presented with a runway show at Paris Fashion Week. But this year the runway leads to Sedona, Arizona, where an immersive theatre experience will unveil the SS19 collection.
Inspired by the “glam explorer,” the collection caters to the woman with an adventurous spirit. H&M Studio Concept Designer Angelica Grimborg says, “We had in mind a girl who is an adventurer/explorer—one minute she is in the jungle in a swimsuit and a sarong, swimming in a lagoon; then she’s in the desert in a safari jacket; then climbing a mountain in her hiking leggings and doing some yoga at the summit; and next, back in the city in a glamorous zebra print dress. She never sits still, she is always curious to explore.” The campaign images, set against the dramatic backdrop of Arizona, showcase the effortless glamour of the free-spirited collection, with bold prints and utility-led separates.
“With H&M Studio we are always thinking about wardrobe options, designing versatile pieces that can be worn in lots of different ways,” Grimborg continues. “The joy with this collection is that there are numerous girly, white cotton pieces, but then there are also elements of Eighties power-dressing, with strong shouldered silhouettes, sequins and lots of animal print. You can be eclectic, bohemian, sporty or glamorous—it’s all about what suits your personality.”
And who better personifies the versatile glamour of the collection than the Miami woman? Coinciding with the show, H&M has partnered with some of Miami’s most stylish women—Carolina Lindo, Claudia Vergara, Karen Martinez, Martha Graeff and Melody de la Fe—for an interactive event on March 20 at the brand’s Lincoln Road store. Guests will be among the first to shop the new collection, along with the notable influencers who each capture the sophisticated yet bohemian spirit of the collection.
Of the collaboration, Karen Martinez says: "I am so thrilled to be a part of the new H&M Studio SS19 collection along with all of these amazing women! It was such a fun shoot and my look is a perfect expression of my personal style. The pieces from the collection are all very versatile and speak to my adventurous spirit, but also represent all different types of women, which is very refreshing to see from a brand."
H&M Studio Collection SS19 will be available at H&M Lincoln Road and online starting March 21. 551 Lincoln Rd, 855-466-7467, hm.com