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Tropical Scandinavian Fashion

The H&M 2020 Studio Collection Takes Cues from "Swedish Hawaii"

— February 18, 2020 — Fashion
A research trip to the Swedish island of Gotland—otherwise known as Sweden's Hawaii—inspired the H&M Studio team to create a unique H&M 2020 Studio collection. The collection was based on "the idea of a free-spirited woman who is ready for anything: curious, courageous, looking to challenge herself and to explore the world," according to the brand’s creative director Ann-Sofie Johansson.

In the fashion-forward collection, there are intensely bright colors, a mix of raw and refined details and plenty of easy-to-wear silhouettes like chunky knit cardigans, linen suits and billowy shirts.

Notably, the collection also features plenty of organic cotton and recycled polyester fabrics, which were first introduced in H&M's Conscious Exclusive collections.


Image Credit: H&M
Trend Themes
1. Bright Color Fashion - Disruptive innovation opportunity: Develop sustainable and eco-friendly materials for bright and vibrant fashion collections.
2. Raw and Refined Fashion - Disruptive innovation opportunity: Combine rustic and polished elements to create unique and versatile fashion pieces.
3. Conscious Fashion - Disruptive innovation opportunity: Explore eco-friendly and ethical manufacturing practices in the fashion industry.
Industry Implications
1. Fashion Retail - Disruptive innovation opportunity: Create a sustainable fashion retail model that promotes ethical consumption.
2. Textile Manufacturing - Disruptive innovation opportunity: Develop innovative techniques for producing organic and recycled fabrics.
3. Fashion Design - Disruptive innovation opportunity: Incorporate sustainability and environmental consciousness into fashion design processes.
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