As fashion editors we’re often asked a lot of questions on what to wear for different events (and if you’re looking for wedding guest dresses, seasonal updates, or wardrobe refreshes, we’ve got you covered). But one thing I’m easily asked the most is what to wear to work. It might seem like an easy answer, but after lockdown threw our routines out of sync, as soon as I started going back into the office I realised how easy it was to fall into the same cycle of jumper + trousers + loafers that began to feel a little bit samey. While there are some high street names I know I can go to for the minimalist, foundation pieces that are the building blocks of a wardrobe, the pieces I was missing the most were inspiring, exciting buys that put the fun back into getting dressed again, and H&M has been lightyears ahead of the competition for finding elevated pieces on a budget as of late. 

Take a look through my wardrobe on any given day and you’ll find everything from party dresses to casual jeans from H&M, but one thing they always get right is tailoring, so as soon as news of a new Studio collection landed, I wanted to find out more—could this be the elevated yet affordable capsule we’ve been hoping for to upgrade our spring wardrobe? Who better to ask than Linda Wikell, concept designer at H&M Studio as what it is making H&M look so good these days, and why the Studio collection is even better.

“We launched H&M Studio just over 10 years ago as a stand-alone collection developed by a dedicated design team at our Stockholm atelier. It’s our most fashion-forward collection, created in durable, high-quality materials at an affordable price.” Wikell told me ahead of the launch. “For the last decade we’ve released two collections per year, in-line with the international fashion calendar, then last year for the 10th anniversary we decided to expand the concept and release a series of drops throughout the year under the H&M Studio umbrella. It’s a line with a distinct personality, always with elements of bold tailoring, beautiful evening dresses and eclectic accessories in beautiful fabrics and materials, with a real attention to detail and an emphasis on versatile designs.” So, in short, do not expect t-shirts and leggings from this capsule, this drop is about upping your game while still looking effortless. Win, win. And what was the inspiration behind spring 2024?

“For S/S24 we envisaged a 1970s musician on the road, taking pieces from her tour wardrobe, borrowing a jacket from her best friend, a dress from her mother, and mixing it all up in her own way. We wanted the collection to have a feeling of freedom and lightness. We were thinking of dusty landscapes and blue skies for the colour palette, and relaxed shapes for the silhouettes, with an easy chic vibe. As I mentioned, we always try to design super versatile pieces that go into your existing wardrobe and can be worn in lots of different ways, so for S/S24 there are some great wardrobe heroes that comprise a bold look on their own, or can be layered up to make more of a statement.”

And statement pieces there are, as alongside the shirts, skirts and tailoring we’d hoped for are some standout moments that I’m already preparing to see all over socials in the coming months. But as bold as they may be, there is still a longevity to these core pieces, as H&M is investing in staples that will work hard in your wardrobe for a long time to come (and the wide-leg trousers I bought 3 years ago and still wear are a testament to that). “More than ever, we’re aiming to design great fashion to help you express yourself. It’s less about trends, more about personal style, creating pieces you’ll love and cherish and want to wear again and again,” notes Wikell. “These are wardrobe favourites that make you feel like the best version of yourself.”