H&M autumn/winter 2010
Fashionistas longing for lower temperatures and even more fashion can look forward to the autumn at H&M, with lots of elegant tailoring and a nod to the early eighties. The soft volumes and classic tweeds and silks from that era are back, along with the brown and beige colour palette. The suit and the blazer are functional everyday pieces teamed with denim or romantic frills and draping. Knitwear takes on new meaning in the autumn wardrobe, with classic fine knits like the oversized polo neck or boyfriend-style cardigan, or a feminine, figure-hugging jumper set. There are also creative jacquard-, cable- or braided knits, and heavy outerwear knits and accessories. Fine leather accessories, a cool man’s hat and a scarf complete the look.
“It’s about being well dressed and comfortable too. Soft, warm and casual. A sporty and futuristic look in black with bright accents weighs against the tailoring and knitwear. Our customers like to mix and match the new with their old favourites to reinforce their own personal style,” says H&M’s head of design Ann-Sofie Johansson.
SILHOUETTE
Slim or casual with soft volumes.
COLOURS
Beige and brown neutrals, black and grey, soft vegetable hues and bright sports tones.
PATTERNS AND PRINTS
Tweed checks, pinstripes, mini floral, ethnic jacquard, geometric prints.
MATERIALS
Tweed, wool, silk looks, denim, organic and recycled materials.
KEY GARMENTS
Blazer, wide trousers, slim slacks, denim pieces, frills blouse, drapy dress, cardigan, poncho, trench coat.
KEY ACCESSORIES
Belt, shoulder bag, scarf, hat, pumps and high boots.
Menswear
It’s easy to be stylish this autumn with well known classics that are updated and styled in new ways. The tweed blazer and uniform jacket are the seasonal key pieces that highlight this autumn’s wardrobe. Pair with matching trousers and shirt as a casual suit, with jeans and a T-shirt for a sharper look or comfortably stylish over heavy knitwear. Accessories make the look: most important this season are scarves, hats and caps, belts, bags, gloves, heavy knit socks and cool boots to tuck the trousers into.
“Both tailored looks and uniform styles are spot on this autumn, and work well when styled to wear from day to evening. With such a clean cut collection you can be more playful and creative with the styling. I love the flat cap, scarf and gloves and the way trousers get a fresh look by being tucked into boots,” says Andreas Löwenstam, menswear designer at H&M.
SILHOUETTE
Layering, slim to casual and comfortable.
COLOURS
Shades of grey and beige, camel, uniform tones and brown.
PATTERNS AND PRINTS
Tweed and melange, various checks in combination with jacquards.
MATERIALS
Rustic wools and cottons, tweed, flannel, brushed poplin, denim, velvet, jersey and heavy knits.
KEY GARMENTS
Uniform jacket and coat, tweed blazer, suit, tailored trousers, waistcoat, checked shirt, granddad jersey, 5-pocket jeans and cardigan.
KEY ACCESSORIES
Heavy boots, heavy-knit accessories such as tube and scarf, tweed hat, brown leather belt and leather gloves.
For more information please contact H&M’s press service:
E-mail: mediarelations@hm.com
Telephone: +46 8 796 53 00