Spring 2004 a flashback to brighter times

H&M’s designers are not immune to this either, and this Spring has been inspired by the late Fifties and early Sixties – a time when life was as easy as rock’n’roll. At the start of this period America was the shining example, with its idyllic glamorised family life, youth fashions, music, cars and food. With the arrival of the Sixties the focus shifted to Europe. Designers in Paris reigned supreme over a more tailored haute couture look with the emphasis on looking chic before London started turning heads. London invented fun tailoring with its roots in pop culture.

All this provided our nostalgic inspiration for the Spring. But of course, inspiration is only the start. H&M’s designers always endeavour to create clothes and accessories that work now. This is the look:

Silhouette: The silhouette is still narrow but not tight-fitting.
In ladieswear the biggest new look is narrow trousers, from capri pants and drainpipe jeans to cigarette pants. Leggings also work under a mini skirt or dress.
Skirts are also narrow and are either minis or tight pencil skirts. The exception is wide bell-shaped, pleated or gathered – Fifties variants, particularly in our young collection.
To go with these narrow skirts and trousers there are fine-knits, twin sets and boat neck tops, or tailored blouses and shirts. Coats and dresses are also tailored or straight, while a few individual jackets have a stiffer wide shape from the Fifties.
In the men’s collection we see a transition to a narrower and straighter silhouette in the tailored range. Trousers are also narrower, as are shirts and knitwear. Tailoring can even be seen in sportswear which gives it a very preppy look.

Colour: Black and white, cool ice-cream pastels, fruity block colours, every shade of blue and neutral shades with the focus on beige for women. Patterns consist mainly of spots, checks and various types of floral or fruit patterns, with a few Hawaiian patterns as well as graphic Sixties prints.
The men’s collection follows the ladies’ collection in terms of colour and patterns, but the predominant neutral is grey – particularly in tailored wear.

Materials: Cotton (from poplin to seersucker), unwashed denim, linen, satin, terry, viscose and swishy techno-fabrics. Many fabrics have a contrasting finish, providing new textures and drapes.

Key garments:
Ladies:
– capri pants
– pencil skirts, mini skirts
– fine-knits: twin sets, wraparound designs and ¾-sleeve boat necks
– dresses – particularly with big patterns
– ankle socks, square headscarves
Men:
– fine-knits including slipovers and cardigans
– check shirts
– preppy sportswear
– drainpipe jeans
– lumber jackets
– a narrow belt in a pastel shade

Finally, H&M’s design team hopes that customers will use the season’s collection to update their old wardrobe favourites, because fashion at H&M is always first and foremost all about finding your own personal style.