The collection is 'inspired by dreamy memories of 90s teen angst and featuring a range of designs with handwritten fonts that pay homage to iconic music lyrics, and the kind of doodles you would scratch on your pencil case' The 90's style continues to be popular through this year and I love it!!
The prints are vibrant rainbow hues, which are done by using a technique called split fountain screen printing. This makes the colours blend together and produce a hazy kinda rainbow look, also every print is different and has flecks or imperfections because of the technique used; it really adds a personal twist to the garments and reflects the theme perfectly.
The styling of the lookbook compliments the collection 100% with its DIY painted backdrops,and as its shot in a disused library in east London; it really reminds me of 90's school dayz. There are new garment shapes this season including a long sleeve crop top available in 2 prints. These are definitely key pieces for that true 90s kid look. Layer with some dungarees and a cute pair of boots and you will be totally ready to embrace the 90s this summer!
The stylist Maria Pizzeria, has a perfect eye for kawaii and kitsch things and has really nailed the styling of this collection using shag bands, cute chokers and hair grips. The photographer, Alexandra Waespi, used a 35mm instant film with both artificial and natural light and has captured the essence of the hazy 90's theme BEAUTIFULLY.
You can check out the new collection & purchase by clicking HERE
Meanwhile check out some of the photos below to wet you appetite, taken from the SS14 lookbook....
Photography: Alexandra Waespi
Model: Antonia Haswell at M+P Models
Video: Splitpin Projects
H&MU: Alice Oliver
Stylist: Maria Pizzeria
Shoot Assistants: Katie Osterloh, Viviana Gomez, Amy Rylett