Sporty casuals and masculine tailoring
H&M start the Autumn season showing two contrasting trends. The advertising campaign is released in two periods. A sporty casual look, Sport de Luxe, is featured in the first part of the campaign, followed by masculine tailoring in the second. The trends also work well together, and both styles suit both younger and more mature women equally good.
-H&M:s customers enjoy finding new ways of wearing our clothes and accessories. It’s all about personal style and a passion for fashion, says Margareta Van den Bosch, Head of design at H&M.
The first part of the Autumn campaign shows Sport de Luxe, a trend influenced both by the glamorous gym-fashions of the 80’s and by today’s hip hop-culture. The overall silhouette is soft and oversized. Shiny fabrics in dusky pastels are teamed with college cottons in neutral shades. The collection consists mainly of separates and details like hoods, pockets, heavy zips, seams and stitches are in focus.
The Autumn campaign continues with masculine tailoring. Designers have been inspired by the sharp lines of fashions at the 60’s mixed with influences from the punk-era. Typical tailored materials and patterns like pinstripe, glen checks and tweed are combined with strong colours like cerise and peagreen. Tailored separates are teamed with soft knitwear and feminine blouses. Key items are the tailored trouser, wide or narrow, and the soft jumper.
The advertising campaign was shot in London. It aims to express how our collections work well for one generation to the next. That clothes and trends are a natural, easy and fun part of everyday life. For children and teenagers as well as for mothers and grandmothers. And at H&M everybody can afford fashion.