H&M has announced the launch of its Treasure Forever SS21 collection, created with adventure and self-expression in mind. Here’s what to expect
Permeated with the seize-the-day spirit of treasure-seeking explorers, the collection pays homage to fantasies and fairytales – just what we need to escape the craziness going on in the real world right now.
Crafted in mostly sustainably-sourced materials, this collection’s key pieces include the jacquard knitted sweater, the crushed velvet fringed black sweeping dress and the over-the-knee black boots in VEGEA leather. Expect coral-orange and neon yellow, inspired by treasure and aquatic creatures, balanced by neutral tones of beige and black.
Ann-Sofie Johansson, Creative Advisor at H&M said: “The SS21 collection muse finds adventure and fantasy in the everyday. The collection is a concise edit of optimistic looks to feel comfortable and confident in. Versatile silhouettes go hand in hand with strong tailoring to create playful pieces for our customers to treasure forever.”
As H&M Studio pieces are designed to be cherished forever, for the first time, it will be inviting customers to discover treasured pieces from past collections. An exclusive selection of archive pieces will be available to buy in two H&M stores globally: Berlin’s Mitte and Stockholm’s Sergels Torg stores.
Angelica Grimborg, Concept Designer at H&M Studio said: “We wanted to capture the attitude of a confident and self-expressive explorer, so there are lots of bold pieces with under-the-sea references. The fringed skirt feels almost octopus-like, whereas the cropped painted leather jacket is a modern take on a maritime classic. Similarly, we added elements, such as tendril-like curls and irregular buttons, so that pieces feel as if pulled-from-the-ocean.”
For more information about Studio SS21 collection visit the dedicated microsite.