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

The Fashionisto

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Published September 9, 2020

Alton Mason models retro-inspired looks from H&M Studio's fall-winter 2020 collection.Pin
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.Pin
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.Pin
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. Pin
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.Pin
Known for their matching couple style, Young Emperors don H&M Studio’s fall-winter 2020 collection.

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