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H&M's Studio Collection campaign is a love letter to the Arizona desert

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AFP-Relaxnews
Published
today Mar 6, 2019
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H&M has caught a serious case of wanderlust, if its new H&M Studio collection is anything to go by.


The Swedish fashion giant has unveiled the campaign for its fashion-forward division's Spring/Summer 2019 collection, dubbed 'The Glam Explorer.'

Styled by Géraldine Saglio and shot by photographer Lachlan Bailey against the dramatic backdrop of Arizona desert, the campaign evokes a wistful sense of free-spirited adventure -- a theme that is underpinned by the series' rainbow-hued printed dress, sequin-splattered skirt and low-key utility separates. The images were partly inspired by the 1975 French movie "Le Sauvage," which stars Catherine Deneuve as a runaway bride on a tropical island.

"The H&M Studio SS19 collection caters to a glamorous, adventurous spirit: we're designing for a woman who doesn't want to limit herself," said Pernilla Wohlfahrt, Design Director H&M, in a statement. "She might be going to a party one evening in a sequined skirt, but the next morning she's up early to go to yoga in her metallic-stripe leggings - so we're thrilled to be able to present the collection in Sedona, Arizona, channelling the glamorous explorer spirit that infuses the clothes."

Last month, H&M announced that, rather than go public during Paris Fashion Week as usual, the new collection, which goes on sale on March 21, would be showcased in the Arizona desert via a fictional narrative and a series of interactive events that will unfold over the course of three days and cast guests in the role of participants.

"We hope that our guests will have a unique experience, partaking in the immersive theatre set-up and narrative we have devised, and that our customers will in turn be able to see the new collection, which combines practical utility pieces with glamorous after-dark options, in a context of wanderlust," said Kattis Bahrke, H&M's Head of Creative Marketing and Communication, at the time of the announcement.
 

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