Fashion media update – fashion news autumn 2010

It’s all about personal style at H&M this autumn, with knitwear, tailoring, soft volume and playful accessories allowing individual choices to shine through. It’s the sharp cut of a blazer or some salt-and-pepper wool trousers that set the powerful new tone in fashion, which is then softened either by an angora cardigan, a lace top or the frills down the front of a blouse. Oversize cardigans are great to throw on, especially over a denim shirt, while a camel coat is given that extra edge with its utility details. Finish with a fake fur hat, a knotted leather belt and some lace-up boots to complete the look.

For men, it’s all about updating and reworking the classics to present a whole new mood. The definite silhouette of a wool or coated-cotton coat make traditional pieces feel like new, as do the key components of tailoring: the suit, the blazer, the waistcoat and trousers. Throw into the mix some utility inspired pieces like a uniform jacket, an essential checked shirt and a cardigan that is so chunky it could be worn as a jacket, and the options really open up. Add a knitted tube scarf, then tuck dress trousers into some chunky boots, and it becomes clear how classics can be redefined for the 21st century.

A new collection of "must have" dresses for partying all year long

The perfect dress is now as much of a wardrobe essential as jeans or heels, which is why this September H&M is introducing a whole new capsule collection offering the best “it” dresses possible for partying every night of the season. The 20-piece collection will offer glamorous dresses with that bit of rock and roll edge, with draping and cut to show off the leg and back with maximum attitude. The debut collection is full of chiffon flounces and draping, metallic beading and fringing, in black, gold and silver with a hint of green. These are the kind of pieces that make a wardrobe special, and during Spring/Summer 2011 there are plans to release three new capsule dress collections.

Denim – key items in this Autumn’s wardrobe

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.

For kids, the denim look is head to toe this season, with darker washes and more black and grey to give a little rock edge.

Ann-Sofie Johansson’s favourites

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."

 Meanwhile for men, Ann-Sofie has some definite favourites to transform the autumn wardrobe. “A uniform coat will take you through the season in style,” she says. “Wear it with a chunky scarf and heavy boots for the ultimate in cool and comfort.” For men, it’s the mix between tradition and new classics which is all important this season. “The tweed blazer is another trustworthy wardrobe staple,” says Ann-Sofie. “Wear it with denim and knits for a 1980s-inspired look.”

Even more fashion with the new H&M iPhone app

On 19 August, H&M launches its iPhone application, available exclusively through iTunes and Apple’s App Store. Here you can download the app to see what’s in store now, check out the latest campaigns and get all the latest news from H&M. You can also find out exactly where the nearest store is – wherever you are in the world. It’s easy to get interactive with My H&M, which features wish lists and offers, and share what’s hot through Facebook and e-mail. With further exciting features to be added, the iPhone app means you will feel like H&M is always nearby!

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