Press release

Rustic romanticism at H&M for fall

This fall fashion at H&M is particularly exciting to present. This is because there is such a lot of fashion.

There are two trends. Firstly, the rustic one with folklore influences featuring layer on layer of knitwear, tweed, embroidered wool, frills and flounces. Handicraft details are in focus, as well as accessories that are piled on in masses. As a contrast to the rustic theme there is an extravagant trend called ‘baroccoco’ with historic references. Here Napoleon uniforms and lingerie inspiration in a magnificent combination are evident. Materials like silk satin and chiffon, brocade, velvet and tartan prevail, with lace, ruffles, gilt buttons and lacings. The look is completed by elegant, gaudy, glittering and glistening jewellery, bags, shawls and belts.
A selection from the autumn collection will be featured in this season’s advertising campaign, which will also include a commercial.

– At long last the collection hits the shop and our customers. We hope they will experience plenty of fashion fun at H&M this Autumn, says H&M:s Head of Design Margareta van den Bosch.

Press pictures can be downloaded at www.hm.com.

For more information please contact:
Annacarin Björne, telephone: + 46 8 796 57 57
E-mail: annacarin.bjorne@hm.com.