H&M Studio - runway - SS22

By Josefin Forsberg

With a potent colour palette, an eclectic fusion of prints and statement accessories, H&M Studio's SS22 collection is all about a mix-and-match mentality

While this season of Stockholm Fashion Week is dedicated to the coming autumn and winter, H&M decided to show their Studio collection for spring/summer 2022. Dubbed 'Press Play', the collection is centred on the here and now, heralding the lighter and brighter fashion of the months to come. The Gen Z idea of see-and-be-seen sets the tone. With an eclectic mix of sized up suiting, mini-mini hemlines, glossy lime-green satin, and rhinestone trimmed tops, it draws on the current sartorial zeitgeist in the younger generation. Euphoric in its Euphoria connotations.


“There’s a new mood of exuberance in the air making us all want to dress up in fabulous clothes again," creative advisor Ann-Sofie Johansson said of the collection. "It’s reminiscent of the va-va-voom spirit that defined fashion in the 1980s up to the early 2000s. For the SS22 collection, we wanted to bring powerful, big-personality fashion back into the spotlight, offering versatile pieces that will inspire joy.”

As far as accessories goes, it was all about making a statement – from screen-green snake earrings and chain-link necklaces to studded platform clogs and red Western boots. Blocky clogs were the perfect addition to a summer wardrobe, whether paired with rave-worthy ensembles or denim.

See the full collection below:

H&M Studio SS22