Fashion media update – new fashion for autumn 2011
The new Modern Classics for men at H&M. Romantic folklore is the theme of autumn’s Conscious collection with more sustainable style.
The new Modern Classics for men at H&M
Updated classics are the secret of great men’s style, which is why H&M has updated its Modern Classics range to ensure it provides the ultimate in wardrobe essentials. The focus is on suiting, with cuts influenced by Carnaby Street of the 1960s, and an updated take on East Coast preppy dressing. For early autumn, cotton blazers come half-lined, and can be worn with matching trousers or with the modern styling twist of some cotton slacks in strong blue or green. Indeed vivid colour brings a modern touch to fine-gauge knitwear, with contrast colour elbow patches, which look their best teamed with a crisp shirt in Bardot checks. As the season develops, tweeds and flannels become ever more important, making sure the classics are always modern at H&M.
Romantic folklore is the theme of autumn’s Conscious collection with more sustainable style
The sweet romance of Swedish folklore is the big influence for the Conscious collection this autumn, proving that sustainability and style are second nature at H&M. Each piece in the collection is made with more sustainable materials, from organic cotton or linen to recycled wool and organic hemp. The silhouette is feminine and the pieces are luxuriously decorated, from embroidered wool coats to the prettiest lace blouse, as well as floral printed dresses and shoes. There are also some exclusive homeware pieces made from more sustainable materials, such as a printed throw and cushions.
The Conscious collection will be available to buy online and from the H&M shop-in-shop at Selfridges from Thursday 6th October 2011.
This autumn’s key trends at H&M
These are some of this season’s essential pieces at H&M
WOMEN:
– A DOUBLE-BREASTED BLAZER with gold buttons adds a chic attitude to the autumn look, preferably combined with a PATTERNED PUSSY BOW BLOUSE.
– WIDE-LEG TROUSERS are so versatile this season: either dress them up with a MASCULINE BLAZER or wear them with a PONCHO for a more relaxed style.
– The SHEARLING COAT can go from day to night, the perfect piece to throw over your favourite JEANS, or in the evening to add texture over your PARTY DRESS.
MEN:
– A vivid yellow PADDED GILET will give an instant update to an urban wardrobe. Wear it with a GREY SINGLE-BREASTED SUIT for a completely new twist on the tailored look.
– DENIM SHIRTS are the casual style of choice for the coming months, especially when worn with crisp new CHINOS.
– For a cosy autumn look, wear a toggled DUFFLE COAT over a crew-neck knitted jumper or nostalgic Fair Isle print.
Books and toys join clothes to raise funds for UNICEF/All for Children
This autumn, it’s children who will be helping children. To raise funds for H&M and UNICEF’s initiatives a special collection of children’s clothing will be launched called All for Children. Already up and running in India, in some of the poorest cotton-growing communities in the world, these initiatives will be expanded to include Bangladesh.
The collection includes floral print dresses or bow-decorated knits for girls, and cashmere cardigans or hooded parkas for boys. The collection also includes a picture book telling the tale of Moritz the sheep and friends, as well as some special extras, such as games and toys. For added fun, there is a bag containing Moritz the toy sheep with a wardrobe full of mini-versions of the collection, so that children and their new favourite characters can wear exactly the same clothes. Available in 160 stores worldwide and online from late September, 25% of all sales will go to UNICEF’s work for children in Bangladesh.
Ann-Sofie Johansson’s favourites
To H&M’s head of design, Ann-Sofie Johansson, autumn means the return of covetable comfort. “This time of year, I like soft, warm clothes that are easily adapted to indoor and outdoor life,” says Ann-Sofie. “I like to look chic, but in a loose and relaxed way. Knitted grandad leggings go perfectly with a mini-dress or a buffalo-check tunic, and black jeans are smart and comfy with a grandad top and sleeveless blazer.” For footwear, Ann-Sofie favours two styles of suede ankle boots. “I want them sky-high but with sturdy heels for indoors, and with rubber heels and soft pile for outdoors. They’re the only accessory you need!”
For men, updated classics are key. “It’s all about authenticity for men,” says Ann-Sofie. “Wear classic shirts, a cardigan, soft cords, a cable knit and also an all-time favourite navy peacoat made with recycled wool. Accessories are equally simple; like lace up shoes, cognac leather driving gloves and a reversible scarf to complete the look"
H&M Sport keeps in shape with style and functionality
When it comes to sport, it’s function that is always in style. That is why H&M’s Sport concept puts technical details at the forefront of its collections that bring a fashion sensibility to yoga, dance, gym and outdoor activities. Quick-dry hi-tech fabrics are used for athletic vests and leggings, which also benefit from seamless cutting, while for yoga these pieces can be worn with cardigans and tracksuit bottoms in soft terry jersey. For dance, there are cotton fleece sweatshirts and cropped trousers for ease of movement, while for outdoor wear it’s all about the Nordic-patterned polyfleece jackets, as well as ski jackets and trousers that are water, wind and freeze resistant.
Block colours in breathable bionic fabric keeps kids dry
When it comes to winter, children need serious protection for when they go out in the cold. Which is why H&M is proud to use a water-repellent treatment on its kids’ outerwear, which does not contain any fluorocarbon substances, thought to be damaging to the environment. The coating, called Bionic Finish Eco, is the result of studies into how plants such as the Asian Lotus both repel water and also have self-cleaning properties. The result is a fabric coating which repels water, yet also allows the fabric to be breathable. The outerwear jackets, protective trousers, and all-in-ones come with a wealth of functional details, and in a range of block colours, meaning that this winter for kids will be fashionable, fun and also kind to the environment.
The key pieces from H&M Home this autumn
In the autumn, we want to bring a more toned-down atmosphere to our homes. We want to cuddle up, light candles and stay inside. “Our new candles in different colours set the mood of the home perfectly”, says H&M Home’s head of design, Evelina Kravaev Söderberg. Other accessories which gives a cozy feeling is this autumn’s cushion covers. “The covers printed with cute forest animals and Native American influences are my personal favourites,” says Evelina. Meanwhile in the kitchen, an ethical outlook is in focus. “Our recycled polyester and organic cotton kitchen pieces are designed to encourage all of us to recycle and to eat more greens,” she says. “My favourite is the ‘Don’t be mean, be green’ printed shopper in recycled polyester, which I’ll use for my grocery shopping instead of a plastic bag. There are plenty of happy colours to choose from to brighten up your kitchen this season.”
The key pieces from H&M Home this autumn
For H&M Home’s head of design, Evelina Kravaev Söderberg, the home this autumn should be bathed in warmth and light, especially that provided by H&M’s new candles. “Our new candles really sum up fashion and quality at the best price,” says Evelina. “The candles come in coloured and designed glass holders, which can be reused after the candles have burned out.” Candles set the mood of the home perfectly, a mood that can be heightened with other accessories too, such as H&M’s cushion covers. “The covers printed with cute forest animals and Native American influences are my personal favourites,” says Evelina. Meanwhile in the kitchen, an ethical outlook is all part of keeping a happy home. “Our recycled polyester and organic cotton kitchen pieces are designed to encourage all of us to recycle and to eat more greens,” she says. “My favourite is the ‘Don’t be mean, be green’ printed shopper in recycled polyester, which I’ll use for my grocery shopping instead of a plastic bag. There are plenty of happy colours to choose from to brighten up your kitchen this season.”
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