H&M’s New Studio A/W23 Collection Redefines Fast Fashion Mindset
H&M’s new Studio A/W23 collection launched, and it’s redefined everything we know about the fast fashion industry.
The not-so-eco-friendly reputation of fast fashion brands like H&M is nothing new. However, in 2013, H&M decided to launch their Studio collection. The concept is a complete 180 from the brand’s original stance. This year will make ten years the Studio collection cultivated atelier in the fast fashion world.
Head of Design and Creative Advisor at H&M, Ann-Sofie Johansson, in an H&M press release, stated, “Premium qualities are featured throughout the collection with tailoring, outerwear, and decorated denim that you’ll fall in love with instantly, and wear over and over, for years to come.” The collection consists of pieces designed to last in a capsule wardrobe longer than one season. Moreover, the designs thoughtfully reflect much of what we’ve seen from major luxury brands in recent fashion weeks.
In this year’s Studio collection, the H&M design team decided to reflect each piece on the concept of horror movie heroines. A great example is our girl, Wednesday Addams. “The first thing my eye fell upon when walking into the studio space where the H&M Studio collection was presented was a short black dress with square shoulders and white collar and cuffs,” states Laird Borrelli-Persson from Vogue Runway.
Large, almost avante-garde-like white bows contrasted on a black tailored blazer. An asymmetrical, pleated maxi dress with a teardrop variation of polka dots. A rich gold a-line strapless crop top. Every detail of these designs defies the baseline of how fast fashion is promoted to consumers. And with the current trend leaning toward the minimalist quality over quantity mentality, it’s no surprise H&M’s Studio A/W23 collection is an absolute success.
The collection sold out almost immediately. But don’t let that keep anyone from signing up to be notified if any pieces come back in stock. Read Laird Borrelli-Persson’s full article from Vogue Runway to learn all about her perspective on H&M’s Studio A/W23 collection.
