H&M is known as an affordable high street brand but of recent in past 17years the brand will launch its yearly studio collection, a higher end luxury pieces compared to its regular collection.
In the past season the brand has always created crispy clean-cut tailoring making this year’s collection a confident impeccable design, from baggy trousers, to funnel neck oversized leather jacket maintaining that dedication to well cut pieces, almost to perfection.
Ann-Sofie Johansson, creative advisor and head of design for womenswear said “Maybe everything is becoming a little too perfect. If you look at what AI [has done], a lot of things look like they have an AI filter, and we wanted to step away from that.” “We started to talk about eccentricity, which actually means off-center. So we thought about [the H&M customer] being a little bit more rebellious, maybe wearing clothes in a way that people don’t usually wear the clothes.”
Another. standout piece in the Spring 2026 collection is an unassuming baggy wide leg trousers with wing-like left over fabric pinned at the waist, an imperfectly wrapped burgundy pumps which I predict are here to stay, it’s the new way of dressing.
Johansson continued by saying “Translating the eccentricity into the collection is very much about the small details that make a big difference,”. “It could be a button that you button in another way and maybe twist [the piece] a little bit. It could be the drop neckline on a checked coat resembling a bathrobe. All those little things add a bit of weirdness or wackiness, but not too much. It’s still H&M. Even though it’s Studio, it’s still so wearable.”
The collection also featured straight leg denim trousers, sharp urban style silhouettes, modern print gingham trench coat etc.
“It’s always about being a little more street with a denim and a crewneck sweatshirt, which also adds a bit of an edge to it, and leather pieces as well,” said the design lead. “[But] we have those kinds of feminine elements to go with that. And also brilliant accessories, which are so important to just pull the look together and make the most of the look.”
