Elevate your style-game this summer with H&M Studio’s take on the surfer chic trend.
Looks like the LaBoracay days are over as there’s a flock of people now heading over to surfing destinations—from La Union, Baler, to Siargao. And the thing with these surfing havens is that it’s not only for the bikinis; rather you can wear whatever you please—from ruched dresses, caftans, to oversized shirts. Although this may be, you might just be like everyone else in their average ootds, if you’re not wearing a swimsuit. So, as summer is just around the corner, it’s high time to update our own wardrobe and standout whilst keeping up with the new trend.
Since summer has always been indicative of relaxing, travelling, and basically, enjoying oneself, H&M saw it fitting to create an exclusive collection that’s perfectly made for a modern free spirit whose style is as eclectic as her travels—curious, colorful, and courageous.
According to H&M’s Creative Advisor Ann-Sofie Johansson, “the S/S 20 collection muse is a forward-looking free spirit. [She’s] someone who surfs, climbs, explores, and who wants to experience new things.” That’s why if you’ll look at the pieces closely, it is actually both raw and refined.
The natural fabrics with raw edges are mixed with refined elements, such as shiny metallics and futuristic accessories. Natural viscose or linen mixes impeccably give tailoring louche ease. The twill-jersey blends lend leggings and tailoring an athletic edge. Then organic cotton offers a selection of blouse and denim pieces a carefree, capacious quality, while the recycled polyester adds weightlessness to several oversized dresses.
And of course, the most important aspect of this collection and what makes it stand out so much is none other than its kaleidoscopic array of hues. Inspired by the lunar landscape and laid-back surf culture of the Swedish island of Gotland, it evokes a carefree vibe and electric color palette of hot pink and cobalt blue with considered flashes of acid green.
“[It was] a research trip to the Swedish island of Gotland, where the landscape resembles the lunar surface that gave us ideas for textures and color palette,” H&M’s Print Designer Moa Bartling explained. “The handworked prints were inspired by the island’s rock formations, known as rauks which have been weathered into sculptural shapes. I wanted the prints to feel psychedelic, so we introduced an electric color palette.”
Finally, cap-off your look by using the right accessories du jour. Statement platform boots meet elegant heeled thong-strap sandals, futuristic sunnies and mirrored full moon-shaped earrings introduce a punk edge to the collection’s airy pieces. But our favorite piece for their accessory line would undeniably be the pale lavender-hued bag, a grab-and-go essential in a casual scrunchy shape.
And overall, this collection just seamlessly goes well in any look you’d like to wear this summer. In fact, according to the campaign’s stylist Ludivine Poiblanc, “the collection is fun and sporty, so I wanted to mix a flirtatious aesthetic with a boyish vibe to show off the versatility of the clothes.”
After all, one of the focal points of H&M Studio’s S/S 2020 collection is the freedom of style. As to how Johansson explained, “there’s a freedom in the way the collection can be worn. We want our customers to feel that anything goes.”
The H&M Studio S/S 2020 collection will be sold in Greenbelt 4 and selected stores globally as well as on hm.com starting on February 20, 2020.