NEW BLOOD: H&M is set to launch a capsule collection designed by Royal College of Art graduate Hannah Jinkins, winner of the retailer’s latest Design Award, on Oct. 20. Jinkins was selected last December by a panel of judges including Olivier Rousteing, stylist and consultant Katy England, Kate Bosworth, Nick Knight and The Blonde Salad’s Chiara Ferragni.
The 25-year-old design graduate won over the jury with her “raw yet defined” aesthetic, in the words of Ann-Sofie Johansson, creative adviser at H&M. Her collection focused on a feminine interpretation of utilitarian staples and classic uniforms. Jinkins worked alongside the H&M design team to rework some of the pieces from that collection into the capsule.
Drawing on her signature utilitarian style, she delivered a collection that focuses on oversize silhouettes, deconstructed denim, and everyday pieces such as knitwear and overalls.
Highlights include a dried wax cotton boiler suit with ruched sleeves; a knitted sweater with silk overlays on the sleeves, and a denim jacket embellished with silver hardware that give the illusion the piece was stapled together.
“Hannah thinks in a totally fresh way about women’s fashion, creating pieces that have a real energy and authenticity,” Johansson said.
England pointed to the fit of the garments and the diversity of Jinkins’ technique. “I was very interested in Hannah’s process. She’s been trying the clothes on lots of different women, basing the fit of her garments on their feedback. I loved the shapes, and even though she’s been currently working a lot with denim, her techniques can also be applied onto luxury fabrics.”
In addition to her capsule collection for H&M, Jinkins is in the process of setting up her own label using the prize money of 50,000 euro, or $54,250 at current exchange rates. East London-based concept store LN-CC is among her first stockists.
The capsule collection will be stocked at the retailer’s Oxford Circus flagship store, as well as online. Prices range from 29.99 pounds, or $38, to 199.99, or $255.