# Tropical Scandinavian Fashion The H&M 2020 Studio Collection Takes Cues from "Swedish Hawaii" By Laura McQuarrie | Published 2020-02-18 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/hm-2020-studio-collection References: [refinery29](https://www.refinery29.com/en-us/2020/02/9400652/hm-studio-collection-spring-summer-2020) & [www2.hm](https://www2.hm.com/en_ca/index.html) A research trip to the Swedish island of Gotland—otherwise known as Sweden's Hawaii—inspired the [H&M Studio](https://www.trendhunter.com/trends/hm-studio-1) 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](https://www.trendhunter.com/trends/hh118389225-2) and billowy shirts. Notably, the collection also features plenty of organic cotton and [recycled polyester fabrics](https://www.trendhunter.com/trends/animalia), which were first introduced in H&M's Conscious Exclusive collections. Image Credit: H&M ## Trend Insights (Trend Hunter) - Score: 6.5/10 - Popularity: 93% | Activity: 93% | Freshness: 9% - Audience gender: 10% men, 90% women - Primary generations: Gen Z, Millennial - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Hip Fashion](https://www.trendhunter.com/hipfashion) ## Key Themes ### What Makes This Trend Stand Out - **Bright Color Fashion:** Disruptive innovation opportunity: Develop sustainable and eco-friendly materials for bright and vibrant fashion collections. - **Raw and Refined Fashion:** Disruptive innovation opportunity: Combine rustic and polished elements to create unique and versatile fashion pieces. - **Conscious Fashion:** Disruptive innovation opportunity: Explore eco-friendly and ethical manufacturing practices in the fashion industry. ### Sectors Adopting This - **Fashion Retail:** Disruptive innovation opportunity: Create a sustainable fashion retail model that promotes ethical consumption. - **Textile Manufacturing:** Disruptive innovation opportunity: Develop innovative techniques for producing organic and recycled fabrics. - **Fashion Design:** Disruptive innovation opportunity: Incorporate sustainability and environmental consciousness into fashion design processes. ## Related on Trend Hunter - [Show-Inspired Tropical Apparel](https://www.trendhunter.com/trends/the-white-lotus-1.md) - [Organic Cotton Beachwear](https://www.trendhunter.com/trends/hm-studio-1.md) - [Eco-Minded Workout Wear](https://www.trendhunter.com/trends/hm-2.md) - [Feminine Spring Apparel Collabs](https://www.trendhunter.com/trends/femininity-in-bloom.md) - [Beach-Inspired Spring Fashion Capsules](https://www.trendhunter.com/trends/a-kind-of-guise-3.md) - [Avant-Garde High Streetwear](https://www.trendhunter.com/trends/hm-x-glenn-martens.md) - [Collaborative Circular Collections](https://www.trendhunter.com/trends/heron-preston-1.md) - [Summer-Ready Utilitarian Fashion](https://www.trendhunter.com/trends/hh118389225-2.md) - [Glam Indian Apparel](https://www.trendhunter.com/trends/anamika-khanna-x-hm.md)