Is it just me or is H&M absolutely knocking it out of the park this autumn? I recently did a huge order from their new season collection thinking I would be sending most of it back once I’d seen it in real life, but the quality and fits really impressed me. Since then, it feels like every time I open the new-in page the pieces get better and better, and my wish list gets longer and longer.
The thing that H&M seems to be getting so right is that all its new autumn pieces are seriously expensive-looking—like, they could genuinely pass for Toteme, Khaite, or, dare I say it, The Row? Obviously, the fabrics and design details aren’t up to quite the same standards as the luxury versions, but I have been noticing H&M making more of an effort with this, and it’s no coincidence that the brand’s best pieces (IMO) are often found in the Premium Selection which focuses on better fits and better textiles. This may mean spending a little more than you would expect for your average H&M buy, but the added quality and longevity you’ll get in return surely makes it worthwhile (not to mention, better for the planet).
