H&M’s Studio’s S/S 2024 Collection Celebrates the ’70s with Contemporary Cool

The capital’s style makers were in attendance for the exclusive showcase.

The new Studio Spring/Summer 2024 collection by H&M is an ode to strong tailoring, practicality, and delightful hints of drama.

Fashion is in a practical mood for Spring,” says Ann-Sofie Johansson, Creative Advisor and Head of Design Womenswear at H&M, and that is precisely what the global fashion brand’s Studio Spring/Summer 2024 captures. Laid-back ease is a defining term, as are freedom and adventure that add spirit to the collection…

Hitting Indian markets today, the H&M Studio collection for the season (the first of many drops this year), conveys quiet confidence in the form of elevated basics and evening wear… Sharp overcoats and oversized pant-suits in tailoring material channel androgyny, while figure-hugging dresses in shades like burnt-orange celebrate the femininity and diaphanous shirts with collars express inner sensuality.

Pant suits are a major function of the H&M Studio S/S 2024 range.
The evening dress with ruching is an obvious choice to make a statement.

Style from the 1970s, which are making a resurgence this year, have a strong influence in this collection while always turning to modern silhouettes and contemporary cool. Hero items include flared pants and jeans, worn with deep v-neck blouses and denim jacket-shirts. Pinstripes also command the range, in tones that convey reliability despite the changing seasons or trends.

The prints are indicative of a retro-meets-now aesthetic, too. The snakeskin print that is prominent on the mules and bags offers a refreshing update to same-old styles, while the shoulder bag is roomy enough for make-up, snacks, and then some more.


The snakeskin print is prominent on styles like this dress, the iconic H&M Studio bag, and mules.
Wide-legged jeans that are reminiscent of the '70s are making a comeback this year.

But its not all about the past. The working woman needs styles that will be by her side as she rises in the boardroom, and a range of power suits with strong shoulders hit the mark. There is ample room to style the pieces, as they work in pairs and as separates to work with your existing wardrobe. In addition, there is a cross-seasonality to the range, with the likes of silk-blend shirts running shoulders with mohair-blend sweaters for your summer sojourn to cooler climes.

Trenches in soft hues are set for the holiday season.
Accessories include delightful bird motifs as essentials to dress up a look.

In accessories, the H&M Studio Bag—a recurring favourite across the seasons—finds itself treated in a snakeskin print, and complemented with large, rhinestone-encrusted cocktail rings and low-hanging necklaces. Large sunnies with a greenish-tint and dove pendants complete the ’70s look.

To commemorate this Studio S/S 2024 collection, H&M India hosted an exclusive showcase in the capital, attended by the city’s stylish lot. Guests, dressed in the latest collection, took The Word. through their selections and favourite pieces, from content creators Sanjana Batra to Karmaa Dhingra, Bahaar Dhawan Rohatgi, Agou, Meghna Pahwa Sahni, and more.

The H&M India team at the launch of the Studio S/S 2024 Collection in the capital.
Content creators at the collection reveal.

The first H&M Studio collection was released in Fall 2017, where the range took inspiration from New York City, streetwear, and men’s tailoring. The premise of this focused collection is to present higher-end pieces, and has collaborated with designers in the past for the special range, including Simone Rocha.

As Linda Wikell explains the current, S/S 2024 range, “This season, the design team had a free-spirited creative in mind, on the move and ready for adventure… We wanted to capture that understated feeling with beautifully-cut contemporary pieces that nevertheless spark desire, easily translating from day-to-night, and from season to season.”

Needless to say, trans-seasonal is certainly on the cards for the current collection, as it covers ground across work, play, and travel. 

A play of silhouettes covers all ground.