PROJECT ROLE: Senior Product Designer – Accessories
For AW25, H&M Studio looked especially to brutalism in their use of materials and exposed structures. The design team embraced new possibilities and the rawness of materials – exposed linings, seams and closures on dresses, knits, leggings and outerwear. While raw edges, peplum details, draped backs and visible zippers emphasised the construction of jackets, dresses, blouses and trousers. But the AW25 collection was also about finding connections in contrasting elements. From brutalism’s rawness to the nostalgia of craft. São Paolo’s melting pot of heritage and modernism to Stockholm’s crisp minimalism. And the softness or strictness found in feminine silhouettes.
