H&M Studio SS'18 Collection Preview

It's that time of the season again where we pay a short visit to the H&M showroom to preview one or in this case, three of its latest collections - the H&M Studio SS18 Collection, Chinese New Year Collection, and Spring/Summer Ready-to-wear Collection. 

I may be a little biased in saying H&M Studio Collections are always my favourite, having personally worked with H&M on a campaign blog entry last season, and it has me feeling nostalgic of my first visit to the showroom post Macau store opening and I was a press event newbie where you guessed it, the collection on display was from H&M Studio. But perhaps not, with H&M Studio drawing inspiration from various cultural heritage if not futuristic aspects, seamlessly producing unique pieces worthy of attention, I am perhaps truly impressed.

This SS18 Collection is summed up into two words: Effortless Chic, and thus by far the Studio Collection I implicitly relate to. If you know your girl well, I co-invented the fashion term effortless. Jokes aside, in the short period that I'm accustomed myself to streetwear culture, urbanism and minimalism of the Japanese is a key design influence to many streetwear brands thus quality, simplicity, functionality reign where streetwear products are concerned. This season's Studio Womenswear Collection happens to draw inspiration from the very same facets - the "urban grace and intrinsic minimalism of Japan", featuring clean yet relaxed silhouettes, utilitarian tailoring, and hints of workwear, making this collection, to me, most relatable yet.

A few pieces that I've pinned down on my mind are the bell-bottomed pants in all colours, please; the deep indigo cotton twill blazer with wrap-over front; and the black full-length cotton coat with tie-belt, contrast stitching and metal buttons.

From the ready-to-wear collection, unsurprisingly I was inclined to pick out favourites from the menswear section and what caught my attention is the mustard-kind-of yellow workwear looking shirt that I'd expect to find from brands like Stussy or Carhart WIP (not to compare, merely expressing thoughts). But that's just me, while some of you on the other hand might enjoy the more feminine pieces hanging from the rack of womenswear collection, floral-printed billowy tops, culottes, and dresses, ever the uniform on warmer seasons.

On a more personal note, H&M press events have become a kind of mini reunion with media friends that I barely see if not at all except during these kinds of events that it's become less obligatory but an excuse to meet old and new friends. This time, I'm happy to see Rebeca finally joining us. There's only few of us from Macau doing this sort of thing which makes seeing new faces absolutely exciting.

Thank you as always to the wonderful PR ladies of H&M and until the next preview!

Cheers!

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Photos by Yours Truly with a few taken by Danella Lei