Looking cool and feeling confident and comfortable is the aim of all of us, and certainly many of us have already composed a list of designers and high-street shops that are the first place to turn to when our closets need updating. H&M is one brand to be in the top five of that list for sure. You do remember the H&M Studio fall/winter 2015-2016 collection displayed on the catwalk at Paris Fashion Week, don’t you? The famed Swedish brand has now come up with a new advertising campaign for that line and gave the honor to the 24-year-old British model Edie Campbell to present the pieces in the latest H&M Studio fall 2015 ads. Lensed by the British fashion photographer Daniel Jackson, the pictures express simplicity, style and a cool vibe.
Latest news in the fashion world and social media has made us believe and accept so many things like non-discrimination and cosmopolitan thinking, so now we are just crazy about androgynous beauty. Cutting off her hair in a funny boyish short hairstyle, the always tender, smooth and feminine model Edie appears refreshed, futuristic and insanely cool. So do the pieces on her: look how she rocks the black leather pants with suspenders topped with a white half-sleeve tee and deep jam lacquer boots keeping a phone in her hand and slightly turning her face to the camera. She seems to not even try hard to look good as if being aware of her shine and radiance. She feels hundred per-cent at ease wearing that glittery gold vest on top of the comfy sleeveless white top. Then we can smell the mood of luxurious simplicity, which comes from little details and pieces like monochrome black bell-bottom pants, an A-line short black neoprene dress, which could not but appear here: neoprene is the signature fabric of H&M designs. We immediately fell for the radiant rust bell-bottom pantsuit teamed with sweetheart-neck eggplant crop top that looks so gorgeous with her ocean-blue eyes, sun-blonde hair and flawless baby face. In every single picture we see how much she likes wearing these numbers: just look at her face in the images where she dons the fluffy furry orange coat, fire high-neck sweater, the lacquer straight pants topped with galaxy-like blue high-neck sweater – she as if makes sure no one dares to take them off. We do not see much accessorizing here, which is probably for the pieces to shine with all their might without additional help. That is the simplicity that we like about H&M.
Not being able to hide her excitement, Edie said that she liked the reinterpreted ‘70s vibe, but for space age. “It’s fun to think about the future in a nostalgic way. The prints are great, and there are loads of cool fabrics – scuba, patent leather and silks,” she says about the H&M Studio fall 2015 collection. Well, we cannot but agree with her keeping our breath and waiting for the numbers to reach stores on September 10.
Photos courtesy of H&M