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Published
Aug 21, 2018
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H&M launches AW18 Studio line, debuts in Ukraine

Published
Aug 21, 2018

H&M’s sales growth has stalled in recent periods, and the company is looking to re-ignite that growth, which makes the launch of its latest Studio collections and new store opening more important than ever.


H&M


On Tuesday, it unveiled its new H&M Studio offer for autumn/winter, opting for a retro influence in the women's line and a preppy edge for men.

For women, the company said that 50s movie icons, “with their era-defining looks, provide further nostalgic stimulus, yielding precise, sculpting wool dresses and nipped-in coated cotton trench coats.” There are also indigo precision denim jackets, sturdy turn-up jeans and a grunge-infused viscose-silk suit, plus cosy, hairy cropped knits and tie-neck blouses.

Studio is the chain’s key seasonal line of elevated fashion essentials with limited-edition pieces and a trend-led profile.

For men, it’s offering up traditional menswear classics and preppy staples that “are subject to a series of slick contemporary and rebellious punk revisions.”

That means “authentic” retro duffel coats, cropped tartan puffer jackets, and corduroy-collared, and recycled-wool western jackets to “define the outerwear mood.” Meanwhile, “chunky cord slacks in a crisp navy cut make a neat pairing with the varsity letter pullover, as well as the campus sweater featuring an authentic Harvard University shield emblem.” A chunky wool argyle beanie adds the finishing touch.

Both the men's and women's collection will be available from September 6.


H&M



At the same time as it unveiled these pieces, the company also said that it has now officially entered the Ukraine market. Its first store there opened at the weekend with a big fanfare including a band, dancers, queues outside, special offers and first-day discounts.

The store opened in Kiev’s Lavina Mall with Dominique Fantaccino, country manager for H&M Ukraine, cutting the red ribbon on the 2,900 sq m space that offers a complete brand selection, including H&M Home.

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