H&M Studio Collection SS26 – Accessories
ROLE: Senior Product Designer – Accessories
CONTEXT: In-house design team, H&M Studio
FOCUS: Concept-driven accessory design balancing statement and wearability
The Project
Project overview
H&M Studio AW25 explored a bold and sculptural direction inspired by brutalist architecture and strong silhouettes. The goal was to create accessories that reinforced the collection’s visual identity while remaining wearable, functional, and commercially viable.
As Senior Product Designer for accessories, I was responsible for translating the overall concept into a cohesive accessory range aligned with the Studio brand DNA.
My Role & Responsibilities
My role & responsibilities
I worked with a high level of creative ownership across the accessory category, including:
Interpreting the collection concept into accessory expressions
Developing design directions for shape, proportion, and materiality
Ensuring alignment between design vision, functionality, and production constraints
Refining products through internal feedback and iteration
Design & Challenges
Design approach
Rather than focusing on decorative elements, my approach emphasized structure, volume, and material presence. Accessories were designed to act as sculptural extensions of the garments, supporting the collection’s strong silhouettes.
Key considerations included:
Creating visual impact without compromising wearability
Balancing bold forms with everyday usability
Maintaining consistency across the accessory range
Material choices and proportions were refined to enhance tactility and weight, reinforcing the premium feel expected from H&M Studio.
Challenges & considerations
Designing accessories for a Studio collection involves constant negotiation between creative ambition and real-world constraints.
Some key challenges:
Translating a strong conceptual direction into commercially viable products
Designing statement pieces that still function across different body types and styling contexts
Working within defined price points and production methods
These constraints guided many design decisions and ultimately helped sharpen the final outcomes.
Final outcome
The final accessory range complemented the AW25 collection by adding sculptural strength and visual coherence. The products were featured in press imagery and runway styling, contributing to the overall identity of the collection.
Learnings
This project reinforced the importance of clarity in concept translation and the value of refining bold ideas through practical constraints. Designing within limitations became a tool for focus rather than restriction.
