We’ve been inspired by Swedish actress Ingrid Bergman, who was a strong woman with integrity. She went her own way, was unconventional and cool. It’s about the strength and beauty of women, and how we express power through our style; 80s-inspired suiting, romantic folklore and gaucho hats.
The collection ranges from accessories with intricate beadwork to pinstriped power suits and velvet wrap-dresses. Last year’s spaced-out line featured plastic details and other less conventional materials. This time, H&M has used soft and tactile fabrics – mohair, corduroy and chunky knits. Compared to our other collections, H&M Studio is upgraded in both materials and details and has more edge. The Studio collection is high fashion. We’ve mainly drawn inspiration from Swedish history and culture. It’s a mix of folklore and traditional handicraft with lots of decorations and embroideries, like the big red roses and embroidered chains. The Studio collection celebrates strong women, which is why we added the hats, which are inspired by gauchos and cowboys. H&M Studio A/W 2016 is available in selected stores and online from 8 September.