One strategy to perceive H&M Studio’s fall assortment is as an extension—and a celebration—of the Swedish model’s growth into Brazil with a primary retailer in São Paolo. Impressed by the “melting pot” tradition of the nation, the crew tried to create a bridge between the Brazilian and Swedish capitals: scorching versus chilly, the rawness of brutalism versus the polish of minimalism…. This idea was extra convincing on paper than in apply, though uncovered zippers, uncooked wedges, a dry wool coat with everlasting creases, and “a concrete feeling [that] comes by way of the colours within the grey tones,” as as Ann-Sofie Johansson put it on a name, did contact on the concept of Brutalism.
In São Paolo, Johannson famous, you “can actually see the uber female girls, which you don’t actually discover in Stockholm.” Their attract inspired the design crew to melt arduous and tough edges. Witness beautiful lingerie items with inset “lace” panels, a pink peplum sweater, a classic wallpaper print, and floral jewellery, components which might be iconically—or stereotypically—female that stood in distinction to the gathering’s extra “masculine” tailoring, which included a double-breasted coat gown, a square-shouldered, stand collar blazer, and various pant fits. The his/her vibe is typical of all H&M Studio collections, however this season it particularly emphasised the contrasts between “strictness and softness…rawness and sweetness.”
