H&M presents its Studio AW20 collection, “The Refined Rebel”, inspired by those whose style is as daring as their attitude. The collection takes cues from the brave nineteenth-century writer Violet Paget (pen name Vernon Lee) and her residency in palatial Florence, and encapsulates her radically fearless style. The H&M Studio AW20 campaign will break from tradition by inviting Studio muses, Barbie Ferreira, Veronika Heilbrunner, Celeste, Alton Mason, Young Emperors and Mia Kong to co-create the campaign from their corners of the globe. Each talent will capture their unique interpretations of the collection; their style and individuality taking centre stage.

With notes of 70s rock, disco and punk throughout, the AW20 collection offers an interchangeable mix of party-anywhere pieces with tailored separates. Mood board references include David Bowie's gender-fluid flair and as a result the collection’s key pieces comprise of a tailored bright blue suit with a nipped-in waist, a strong-shouldered recycled Italian wool grey coat, and recycled polyester frilled blouses. A decadent colour palette of azure blue and malachite green is offset by pops of champagne pink, alongside marbled bespoke prints inspired by Italian palazzos.
The campaign’s exclusive social media filter hopes to encourage H&M’s audience to get involved. Customers are invited to share their personal styling of the collection, just as the campaign’s talents will be. Giphy stickers hope to inspire playful customisation too. The collection will be available at hm.com from 24th September.

“The AW20 Studio collection muse is not afraid to challenge the status quo. 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” 

Ann-Sofie Johansson, Creative Advisor at H&M.

“In keeping with H&M’s strive for innovation, the H&M Studio team experimented with an exciting new campaign format for AW20. 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”

Kattis Bahrke, Head of Creative Marketing and Communications at H&M.