INTO THE NIGHT

H&M Studio is giving everything bright, everything shiny and everything optimistic in this season’s ‘Neo Real’ collection. Inspired by the future of fashion (that is, the far future (aka. The Space Age)), the collection is bold and streamlined, where clothes become an illusion of what we at Glamcult have dubbed ‘INTO THE NIGHT’. Glamcult took on all things futuristic in celebration of the launch, using collection pieces made from more sustainably sourced materials. From baby-pink oversized sequined blazers to brown thigh highs – we had a vision, and with the help of S10 & Jozef, were able to lay it all out on the streets of Amsterdam in the dead of night.

Shop the H&M Studio AW ’22 collection here from Thursday 13 October @ 10AM CET

Art Direction by Rogier Vlaming @Glamcult

Featuring S10 & Jozef

Photography by Tom Goddard

Styling and production by Pykel @Glamcult

Hair by Jody Cuberli 

Make-up by Mascha Meyer 

Photography assistance by Niels van Veen 

Styling assistance by Ella Paritsky 

All clothing H&M Studio AW ’22