Beware Elon Musk, H&M is on Mars The Calling Studio series takes the idea of post-Covid escapism to the extreme. “We talked a lot about the new reality and how to dress for the future,” Ann-Sofie Johansson explained by phone from Stockholm. “Is Mars a new utopia?” “Will we live there?” and “Is this really an option?” are some of the rhetorical questions the team tackles as they think about future outfits. Cue lunar dust-like glitter boots and asymmetrical silver dresses, referencing the retro-futurism of space-age designers such as Andre Kurregues and Paco Laban, and more recently, Loewe.
These celestial disco looks are complemented by eye-catching neon lights. Some, like the corded organza tops and nylon pants, are made with purposely ventilated fabrics, as if to reference the zero-gravity aspect of space. In contrast, heavier materials are used in protective clothing, such as pink oversized trench coats and cute turquoise fleece. Comfort, it seems, is non-negotiable for Earthlings, no matter where they are.