ELLE Edits: If You Invest In One Thing From H&M Studio’s AW/24 Collection, It Has To Be This Coat
If there’s one high street brand that is truly killing the sartorial game right now, we can all agree it’s H&M. Take for example the way it celebrated the launch of its H&M A/W 2024 collection last month in London. Attended by Naomi Campbell, Ncuti Gatwa, Iris Law, Amelia Grey and H&M city host Lila Moss (who stars in the A/W 2024 campaign), shoppers too were treated to a performance by woman of 2024, Charli xcx, with a after-party with DJ sets from the likes of Jamie xx and SHERELLE. And that was only the beginning.
During Paris Fashion Week, the brand held a party with a performance by English neo-soul singer Olivia Dean and guests like Amelia Dimoldenberg, Yasmin Finney and Elsa Hosk.
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If that wasn’t enough, on Thursday September 26 the high street brand launchs its H&M AW/24 studio collection, which takes inspiration from jazz music and the art of improvising. ‘The wardrobe – a soundtrack that will accompany you day to night – plays on the tension between masculine and feminine expression and features key pieces such as a shrunken wool blazer and strong feminine silhouette dresses,’ a press release about the collection reads.
Our top pick? The mid-length padded leopard print coat. With the large lapel, belted waist and larger-than-life print, it is the perfect cover-up for winter and ticks the leopard print trend box we've long wanted to invest into this season.
Augustine Hammond, ELLE UK's Fashion Features Writer says of the dress.
Other covetable pieces in the collection include a white tuxedo shirt, a sheer black LBD, heavy knits, silhouette-focused jackets, and chunky black accessories.
Ann-Sofie Johansson, Creative Advisor and former Head of Design for H&M, says of the designs: ‘[As designers] we always have the customer in mind because we are the customer. Good pieces are those you can rotate, are super versatile, and can be styled in different ways. They’re what you build your wardrobe around. You might need to change them over the years and they shouldn’t be limiting or set in stone. They should make your life easier so that you can build you style around those pieces.’
As for the colour palette of the collection, Johansson and her team have stuck to core hues of white, grey, black and gold, with smatterings of silver, leopard print and cream, which reflects the Scandi aesthetic we’re all desperate to emulate. ‘We don't have the vibrant colours like other cities,’ she says of the Scandi ‘look’. ‘If you walk around Stockholm the buildings have subdued tones.’
Looking ahead to 2025, Johansson predicts wide jeans – think the barrel-leg – will continue to be a popular choice. ‘To change a silhouette when it comes to bottoms takes quite a long time but I think for the majority of people, the barrel jean is popular because there’s an element of nonchalance and effortlessness to them,’ she says. ‘There’s also a hit of tomboyish-ness, where people don’t want to look like they’re trying too hard kind of thing. You can throw a little blazer or jacket on top.’
As for shoes, it’s time to ditch the high heels for the time being as the slipper, ballerina and deck will be key. ‘When you’re wearing a pair of wide-leg denims, a flat suits them more anyway,’ she says.
The H&M Studio collection goes live on Thursday September 26 at 8am on hm.com and in selected stores.
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