The Refined Rebel: H&M Goes Retro for Fall ’20 Studio Collection

Alton Mason models retro-inspired looks from H&M Studio's fall-winter 2020 collection.
Alton Mason models retro-inspired looks from H&M Studio’s fall-winter 2020 collection.

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. 

Related: H&M Launches ‘Blank Staples’ Collection

H&M Studio Fall/Winter 2020 Collection

H&M taps Alton Mason, Veronika Heilbrunner, and Young Emperors to showcase looks from its fall-winter 2020 Studio collection.
H&M taps Alton Mason, Veronika Heilbrunner, and Young Emperors to showcase looks from its fall-winter 2020 Studio 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.”

Wowing in statement looks, Alton Mason and Mia Kong dons H&M Studio fashions.
Wowing in statement looks, Alton Mason and Mia Kong dons H&M Studio fashions.

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.”

Young Emperors, Mia Kong, and Alton Mason stand out in fall-winter 2020 looks from H&M Studio.
Young Emperors, Mia Kong, and Alton Mason stand out in fall-winter 2020 looks from H&M Studio.
Known for their matching couple style, Young Emperors don H&M Studio's fall-winter 2020 collection.
Known for their matching couple style, Young Emperors don H&M Studio’s fall-winter 2020 collection.

Recent Updates

Rick Owens is among the daring fashion brands asking men to embrace their sensuality for spring and onward.

2023 Men’s Fashion Trends: Styles & Brands to Watch

The world of men's fashion is constantly evolving, and 2023 is shaping to be a year full of exciting new ...
Read More
Massimo Dutti Tackles City Life with Studio Men Collection

Massimo Dutti Tackles City Life with Studio Men Collection

Massimo Dutti celebrates the arrival of spring 2023 with its Studio Men collection, drop 1. The range was designed with ...
Read More
Layering for the cold, Theodor Pal showcases pieces from Slowear's fall-winter 2023 collection.

Slowear Reveals its Latest Multi-Brand Collection

Slowear's remarkable Italian multi-brand concept ushers in a new season with its fall-winter 2023 collection. Comprised of Incotex pants, Zanone ...
Read More
Maluma, Lee Minho, Matteo Berrettini, and Khaby Lame front BOSS' spring 2023 campaign.

Maluma, Min-ho, Berrettini & Lame Front BOSS Spring Campaign

BOSS is making a splash with its fresh spring-summer 2023 men's campaign. Featuring renowned celebrities, the German fashion brand delves ...
Read More
H&M unveils its spring 2023 men's lookbook.

Spring Style Goals: H&M Unveils New Lookbook

Get ready to update your style with H&M's new spring 2023 men's collection lookbook. This season, the brand highlights its ...
Read More
Dunhill Steps Into Fall with Essential British Style

Dunhill Steps Into Fall with Essential British Style

For fall-winter 2023, Dunhill encapsulates traditional menswear looks representing a sophisticated and essential British style. This season's new collection is ...
Read More