We unravel the dynamics of power poses, embodied movement and 1980s shoulders for this Schön! editorial featuring the brand new H&M Studio SS25 collection. Composed of a sharply defined wardrobe for women who navigate boardrooms, city streets and sun-drenched terraces with equal confidence, the wardrobe is inspired by the unapologetic power dressing of 1980s corporate culture with the cinematic glamour of Miami and Los Angeles. Schön! reinterprets these silhouettes taking inspiration from the world of contemporary dance, Martha Graham and dance studios of the Lower East Side, to explore what power pose really means.
The looks signify ‘femininity reinvented’: structured shoulders and cinched waists form the architectural foundation, while cute sportswear details add movement and irreverence to the whole collection. Comprising key pieces such as a long black coat, cut from lightweight bouclé, a shirt-bodysuit – rendered in classic blue with white contrast cuffs and collar – and a beautiful leather jacket, this is a powerful collection. H&M Studio reveals a strong, empowering narrative. Don’t forget the accessories – with earrings in beautiful contemporary forms adding punctuation marks to this powerful choreography, we’re ready to deliver empowered stances.
As we head into the summer season, texture plays a leading role. Leather, Ottoman rib knits, and a cotton-blend bouclé add a tactile element to the whole collection, while a specially developed boucle-style denim (a highlight for us) pushes the boundaries between heritage workwear and experimental tailoring. The palette is equally fitting in this story of empowered, CEO-era women — corporate greys and stark blacks sit alongside scarlet red and aqueous blue, colours that hint at both power and pleasure. Perfect for our contemporary choreography that redefines the woman of today.
The H&M Studio SS25 collection lands in selected stores and at hm.com on 6 March.
photography. Maximilian Mair
creative direction + styling. Patrick Clark
models. Valeria @ Elite + Aissatou @ The Face
set design. Paloma Laratte + Carol Landriot @ Biceps
hair. Miwa Moroki @ TAG Agency
beauty. Imuafenia
video. Théo Clark
camera operator. Gaspard Frydman
colour + edit. Théo Clark
set design assistant. Ettore Crobu
production. Divergence Studio
studio. Deux Choses Lune
special thanks. Pascal, Alessia + The Team @ H&M
