If there’s any place that we can truly say has the coolest fashion around, it has to be Japan. Tokyo’s eclectic city boasts not only cultural brilliance but all things fashion forward as well, which is what makes it such a wonderland for street style photographers—everywhere you look, someone always has a great look to catch your eye and surely enough, H&M feels the same sentiments about the sartorially scintillating landscape.
For spring/summer 2018, the Swedish fast fashion giant unveils a collection that evokes the urban grace and intrinsic minimalism of Japan—fusing Japanese flair into tropical fashion with clean silhouettes and a dash of elevated workwear. The womenswear line puts the spotlight on prints and vivid hues reminding us of Japanese kitsch with colors in the form of flowing full-length dresses, easy tunics worn over trousers, utilitarian tailoring and statement knits. H&M has created new wave bohemian with crisp minimalism merged with effortless chic and equanimity.
Key pieces include cozy knits in multi-colored abstract intarsia shapes, flared trousers with creatively executed stitched creases, dresses in raw fabrics—each carefully detailed with metal trims, contrast stitching, hand-stitched quilting, and tailoring. Always au courant, H&M’s newest seasonal assortment offers pieces in vibrant hues befitting for summer and shades apt for transitional gear for spring. Of course, resort sensibilities are not lost as swimwear pieces are also included along with tie-up sandals, statement earrings, and beach-ready bags perfect for that summer getaway.
“This collection celebrates the vivacity of women. From the primary colours to the easy-going movement of the fabrics and silhouettes to the strong prints, there’s definitely an affinity for urban settings with a hint of glam. And yet, there’s also a longing for nature, an unpretentious way of life. We can have both, of course – that’s the beauty of modern life,” says Pernilla Wohlfahrt, H&M’s Head of Design and Creative Director.
Check out the photos from the H&M Studio SS18 campaign below to see how you can style these chic Japanese-inspired pieces:
The H&M Studio SS18 collection is available to shop now at the H&M store in Greenbelt 5.