H&M launches AW18 Studio line, debuts in Ukraine

By

Sandra Halliday

Published
Aug 21, 2018

​H&M’s sales growth has stalled in recent periods, and the company is looking to re-ignite that growth, which makes the launch of its latest Studio collections and new store opening more important than ever.

On Tuesday, it unveiled its new H&M Studio offer for autumn/winter, opting for a retro influence in the women's line and a preppy edge for men.

For women, the company said that 50s movie icons, “with their era-defining looks, provide further nostalgic stimulus, yielding precise, sculpting wool dresses and nipped-in coated cotton trench coats.” There are also indigo precision denim jackets, sturdy turn-up jeans and a grunge-infused viscose-silk suit, plus cosy, hairy cropped knits and tie-neck blouses.

Studio is the chain’s key seasonal line of elevated fashion essentials with limited-edition pieces and a trend-led profile.

For men, it’s offering up traditional menswear classics and preppy staples that “are subject to a series of slick contemporary and rebellious punk revisions.”

That means “authentic” retro duffel coats, cropped tartan puffer jackets, and corduroy-collared, and recycled-wool western jackets to “define the outerwear mood.” Meanwhile, “chunky cord slacks in a crisp navy cut make a neat pairing with the varsity letter pullover, as well as the campus sweater featuring an authentic Harvard University shield emblem.” A chunky wool argyle beanie adds the finishing touch.

Both the men's and women's collection will be available from September 6.

At the same time as it unveiled these pieces, the company also said that it has now officially entered the Ukraine market. Its first store there opened at the weekend with a big fanfare including a band, dancers, queues outside, special offers and first-day discounts.

The store opened in Kiev’s Lavina Mall with Dominique Fantaccino, country manager for H&M Ukraine, cutting the red ribbon on the 2,900 sq m space that offers a complete brand selection, including H&M Home.