Fashion media update – spring fashion 2011
Inclusive – a collection exclusively for H&M Online
This spring H&M presents Inclusive – a one-off collection of colourful and feminine fashion with lots of attitude in a wider than usual range of sizes. The twenty pieces will be available in sizes 32-54 and will be sold exclusively through H&M Online from early March. The collection includes figure-flattering party dresses in 50’s styles with large polka dots and rose patterns, as well as skirts, tops, cardigans and lingerie following the same theme.
Spring is all about updating and reinventing great garments that work well – from old favourites to wardrobe classics. “For women, it’s either short or long,” says Ann-Sofie Johansson, H&M’s Head of Design. “Maxi-dresses and skirts in fluid materials are feminine and easy to wear both for day and evening,” she says. “Shorter looks are 60s-inspired with sharp cuts and colours. I like the bright tomato-red shorts and matching silk shirt with gilt buttons”. Ann-Sofie says that accessories play a key role, too. “Team these with stacks of bangles in graphic red, black and white, and with a pair of red ballerinas.” The season’s trends make perfect wardrobe essentials, and pieces that play with fabric and form will quickly become part of your everyday look. For men, the utility style based on khaki green grows even stronger, especially when it’s a khaki blazer or uniform jacket. “It’s all about function, comfort and simplicity, and wearing everyday pieces for dressier occasions or vice versa,” says Ann-Sofie, “like the combination of shorts and a blazer for work, or tailored trousers with a sporty anorak”.
Sustainably smart, colourful style
Spring kicks off with eco-smart fashion bursting with colour. Pieces made from green materials will be available in every concept, from women to men, children, Divided and our &denim collection. The collection which is made from organic cotton, recycled polyester, Tencel® or recycled wool will have a green label including all details of the materials used. For women, the focus is on feminine dresses, while for men, it’s a colourful preppy style . Dance is a popular theme for girls, while key pieces for boys include Henley tops and checked shirts. “You don’t have to give up on fashion by using more sustainable fabrics these days,” says H&M’s Head of Design, Ann-Sofie Johansson. “The clothes are like a vitamin injection to kick-start Spring.”
The world of sport provides a key source of inspiration for Spring, with fashion that works just as well at work as it does for the gym. Sportswear details, such as drawstrings, Velcro, zips and press-studs give a functional feeling to hooded tops and jackets that can be teamed with racer-back vests, leggings and yoga trousers for a look that’s bang on trend. These pieces,which can be worn with a bra top, shorts and a swimsuit have a simple colour palette in a mix of shades of grey, light pink, black and white with accents in modern, graphic stripes.
Ann-Sofie Johansson’s favourites
“I’ve always been a fan of 70s style, and this season it’s one of the most elegant and sleek looks around,” says Ann-Sofie. “I love the fit-and-flare gabardine skirt worn with a feminine blouse in yellow – one of the newest accent colours. Huge sunglasses, shoulder bags and platform sandals complete the look.” This season also brings the return of a real favourite. “Trouser suits are back in fashion, and the kimono-inspired version is one of my favourite items ever,” says Ann-Sofie. “But before I even start updating my wardrobe, I make sure I get the latest jeans. Bootcut is the new look this Spring. I’m happy to say that waistlines are rising!”
Meanwhile in menswear, there’s a similar sense of reinvention. “For men, it’s all about updated classics, with uniform and sports influences,” she says. “The trench is still a key item, as well as chinos, shirts and fine knits. Styling is key, like combining khaki with black and adding some leather accessories.”
Selected stores are now also offering a new opportunity to be environmentally conscious in a really fashionable way. The small collection, called ‘Waste’, has been made from fabric left over from the production of H&M’s designer collaboration with Lanvin. Several different fabrics have been used in the same garment to create new graphic and harlequin patterns. “This mini collection from leftover fabrics looks absolutely wonderful,” says Ann-Sofie. “My favourite piece is the bright, colour-block tunic. It’s perfect for that first Spring update.”
Love fashion on Valentine’s Day
Valentine’s Day is one of the most romantic days of the year and soon H&M’s Divided department will be full of fun accessories and some wardrobe essentials printed with symbols of love. Purses and chain-strap bags come in the shape of luscious red lips, while hearts cover a cute retro wallet and hang from necklaces, charm bracelets and there’s a heart-shaped ring too. There are jersey T-shirts with lipstick prints and a heart pierced by an arrow, while ditzy hearts cover a body and underwear too.
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