The Swedish retailer has unveiled the new Fall/Winter 2018 womenswear series from its H&M Studio elevated fashion division, dubbed “Neo Noir Chic.”
Drawing on the bold, ‘dream logic’ aesthetic of the 1990s show, the collection spans voluminous dresses with pussy bow details, masculine tailored jackets, silky slip dresses and statement knitwear covered in retro, geometric motifs. The brand also incorporated an element of 1950s nostalgia into the collection, which launches on September 6, dreaming up wool dresses and nipped-in trench coats for a feminine vibe.
“With H&M Studio, we love the play between the feminine and masculine and this year we added a 50’s twist — there are ultra-feminine options combined with mannish details and super-classic pieces that invite you to create your own distinctive look,” said Pernilla Wohlfahrt, H&M’s Design Director, in a statement.
The collection is the latest creative release from H&M, which recently snapped up British singer Izzy Bizu to front the global campaign for its Divided Music fashion series, and which also launched an interiors-inspired collection with British heritage wallpaper and textile house GP & J Baker earlier this month.