What’s new at H&M this season

The head fashion honchos at H&M reckon Denim is still the thing to have this season:

With so much attention on personal style, denim really comes to the fore as a crucial part of the mix this autumn. The focus is on the classic 5-pocket range, with different cuts and treatments to really let individuality shine through. For women, the styles range from skinny to boyfriend cut, with the development of new super-stretch fabrics meaning jeans can be worn skinnier than ever. Denim shorts continue into autumn, with looser boyfriend cut-offs looking particularly strong. And with denim at H&M, it’s all about a total look, as double denim continues with denim jackets and blouses, both with a slim Western silhouette and also with baggier styles that look borrowed from a boyfriend.

For men, raw denim makes a whole new statement, sitting alongside all the great washes to give maximum choice. As well as 5-pocket jeans, the influence of surplus comes through with some low-crotch slim fits and modern utility-inspired styles in different coated denims. Shirts are another key item, with washed-out worker shirts, preppy chambrays and classic Westerns, alongside khaki green shirts for that utility feel.


Ann-Sofie Johansson, Head of Design at H&M, has her eye on all the key items that are arriving in store this autumn. “The poncho feels new this season. Team it with slim leather stretch pants or a pencil skirt and a loose-fitting silky blouse, maybe with a pair of high-heeled boots for a chic, relaxed look,” says Ann-Sofie.

“Indeed the new season is all about playing with new ideas,” thinks Ann-Sofie. “Woolly winter shorts are a great alternative to the mini skirt,” she says, “dressed up with a pretty blouse and high heels, or down with an oversize jersey and chunky tights and boots.” There’s a new focus on accessories too to make a real statement. “Giant necklaces are a great way to update your look this autumn. Pile them on over feminine blouses and dresses or a casual sweater – style mixing is key for autumn!” And Ann-Sofie has one final key-piece tip: “My favourite jacket is the aviator,” she says. “It works with just about everything and for every occasion.”

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