H&M
spring/summer 2009


Volume and Curves

The Swedish fashion brand H&M elaborated the new collection with strong focus on one central theme: 'the variety in fashion' and two keytrends: 'volume and curves' which express a new femininity inspired by the 50ies (years of recession) and the 70ies (years of economic recovery). You can choose!

“In terms of style, there’s a liberating variety of fashion available right now. There are an infinite number of ways for our creative customers to express themselves, which is extremely inspiring for the H&M design team. We’re also focusing on sustainability in design and production and investing in organic materials,” says H&M’s Head of Design, Ann-Sofie Johansson.

H&M has chosen three lines: Retro-Romantic, Art and Architecture, Timeless tailoring.

fig.: Retro-Romantic, H&M, spring/summer 2009. Photographer: Peter Gehrke

The 50ies Retro-Romantic skirts and jackets with narrow waistline, very feminine sometimes doll-like dresses with flower prints and/or frills, ... in watercolor and light neutrals on cotton which is mostly transparent and layered.

fig.: Art and Architecture, H&M, spring/summer 2009. Photographer: Peter Gehrke

Another of the three lines is entitled Art and Architecture. You will find references from the art world – from the fashion style of famous artists (with such diverse examples of style icons in art as August Strindberg and David Hockney) to colorful motifs and patterns inspired by historical and contemporary art and architecture. Instead of volume you will find a strong focus on curves.

This line's colors are coral, watercolour transparent or pale pastel shades of blue, green, pink and yellow and neons on shiny fabrics.

fig.: Timeless tailoring, H&M, spring/summer 2009. Androgynous, Marlene Dietrich inspired pant suit. Photographer: Peter Gehrke

Timeless tailoring presents uniform-inspired cuts and details à la 1970s elegant Parisian, “Le Safari” look. This look is more androgynous. Volume is important.

Video: Fashion Trend Guide Spring/Summer 2009 with interviews with H&M’s Head of Design, Ann-Sofie Johansson, journalists, the stylist Robert Rydberg who gives you advices how to wear the trends, ... by barracudabobo youtube.com/user/barracudabobo.

H&M's Fashion Studies

It was the beginning of a new 'fashion'-society when GAP, Benetton, H&M, Mango... opened their stores and offered edgy fashion affordable for almost all. With the motto 'H&M makes fashion accessible for everyone' the Swedish brand democratizes fashion and opens our society.

The global society was realized in the world of fashion long before most of the consumers knew what that means. Fashion by H&M is made for global citizens. Although H&M communicates in many ways and through many different channels; the message is worldwide the same.

Simultaneously as the large brands opened stores in the capital cities of the Western world and have sent messages which have been received by speaking the language of fashion, the development of trends and trend research have changed. Studying fashion became an academic discipline with research methods adapted from cultural studies and social sciences.

In 2006, the Stockholm University has established the Centre for Fashion Studies (www.fashion.su.se) with the support of the Erling-Persson Family Foundation.

History of H&M

Erling Persson is the founder of H&M. He opened the first Hennes retail store in 1947. He called it “Hennes” – the Swedish word for “hers” – because he sold women’s clothing exclusively. In 1968, Persson acquired Mauritz Widforss, a hunting and gun store. His acquisition included the store’s stock of men’s clothing. The company changed its name to Hennes & Mauritz.

Designer Collections

The H&M collections are created and planned by the headquarters in Stockholm, Sweden. The seasonal sortiments are completed with exclusive collections by international designers and style icons such as Madonna, Roberto Cavalli, Karl Lagerfeld... or Matthew Williamson whose collection will come to stores in April 2009 fashionoffice.org/design/2008/matthewwilliamson12-2008.htm.


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