COVID-19 does not stand in the way of H&M’s new campaign for its fall-winter 2020 Studio collection. The Swedish brand turns to the art of collaboration for its latest outing. H&M champions a “bold opulence” and “rebellious charm” with a retro-infused lineup of clothing. Various brand muses share their favorite looks that come together in a colorful collage. Alton Mason leads the diverse cast, which includes Veronika Heilbrunner, Young Emperors, and Mia Kong.
H&M Studio Fall/Winter 2020 Collection
The world of music informs H&M’s studio collection with a nod to 70s rock, punk, and disco. The lineup reflects iconic influences such as David Bowie and his penchant for gender-fluid fashion. “The AW20 Studio collection muse is not afraid to challenge the status quo,” shares H&M creative advisor Ann-Sofie Johansson. “This collection is for those that celebrate being oneself above all else. We hope our customers feel inspired to dress with a carefree, rebellious attitude.”
Talking more about the background of this season’s Studio campaign, H&M head of creative marketing and communications, Kattis Bahrke, explains, “In keeping with H&M’s strive for innovation, the H&M Studio team experimented with an exciting new campaign format for AW20.” Bahrke continues, “Adapted for today’s climate, this new way of working gives our global cast the creative freedom to style, photograph and express themselves in the comfort of their own space. We hope the new collection and campaign encourages everyone to celebrate their style.”