Fashion media update – Autumn exclusives at H&M

The hottest looks this autumn

Individuality is the key word this autumn at H&M, with a mix of styles that really puts personality at the front of fashion. It comes from the choice of trends which both contrast and compliment each other, like the androgyny of dandy-ish tailoring matched with the soft romance of an organic cotton romantic blouse, or the graphic futurism of body-skimming pants worn with the gilded opulence of a decorated top. By mixing the power of a suit with the nostalgia of folkloric clothing and the fun of futurism, you’ll get a wardrobe that really matches the different sides of your personality all season long.

It’s all about the 21st century woman with H&M’s Modern Classics, a smart and feminine range for the urban professional who wants quality as well as style. It’s where you’ll find the perfect shift dress, blazer, cardigan or pant, all in co-ordinating colours that can take you from day into night. The thin belts underline the waist as the focus of this collection which will let women live their lives in style.

When it comes to night-time, Divided Exclusives gets wild with an all-black range of biker-girl looks, where zips, studs, chains and frills embellish this party collection with a couture feel. It’s in the cut and the detail that makes these high-hemline pieces jump out, with built-up shouldered dresses and cropped-waist jackets emphasizing the body-conscious silhouette. A head-to-toe range, the Divided Exclusives black thigh-high boots are toughened up with zips, lacing and a cutaway ankle, while the multi-strapped and buckled platform shoe is perfect for the night. With wide buckled corset belts and heavy-chain necklaces, this collection offers the ultimate party look.

It’s exciting, too, that there is an increasing demand from H&M customers for clothing that is made with organic cotton. As the seasons progress, H&M is proud to report that its commitment to the environment continues to grow. Its goal is to increase its use of organic cotton by 50% each year, a target which H&M managed to exceed in 2008. H&M’s designers are now using organic cotton within in all departments, meaning fashion can be both stylish and environmentally conscience.

Jimmy Choo for H&M 

On November 14, the world of Jimmy Choo will arrive at H&M for the store’s next exclusive designer collaboration, including shoes, garments and accessories for both women and men. "The Jimmy Choo collection for H&M is full of the perfect party pieces to buy now and then wear that night!" says Tamara Mellon, Jimmy Choo founder and president. From October 15 you can find which H&M stores will be stocking Jimmy Choo on www.hm.com.  

Kids look cool in functional clothing

Kids know what they want, and now it is time for cool clothing that lets them still play outdoors, even if the weather is beginning to turn. This autumn, H&M is introducing a new level of functionality to its children’s range, with waterproof jackets designed to keep kids as protected from the elements as possible. Sealed zips, taped seams, adjustable straps to tighten the bottom of the sleeve, a drawstring at the waist: these are all elements that not only keep kids dry, they also look good, too! The functional clothing has stripes, floral or graphic patterns and is some of the key pieces of a kid’s autumn wardrobe. 

The expert picks for autumn 2009

It’s the mix that counts this autumn for H&M’s head of design, Ann-Sofie Johansson. “My picks for season include a fake-fur jacket, which is such a cool way to deal with the autumn chill. A pair of tight, worn and torn jeans, an ethnic tunic, which is so romantic and perfect to team with the denim, and something knitted in twisted yarn. Knitwear is so big at the moment and there are so many new shapes and yarns to choose from.” And that’s not all, says Ann-Sofie. “You can never have too many accessories, particularly for evening, with wide belts and H&M’s brilliant big necklaces.”

For more information please contact H&M’s press service:
E-mail: mediarelations@hm.com
Telephone: +46 8 796 53 00