A focus on the 1960s and 1970s comes through at H&M on brightly coloured items such as mini skirts and tailored blazers
H&M WOMENSWEAR
The look Tribal, African-inspired prints on pieces including maxi dresses are mixed with a smattering of cowboy- inspired looks such as a leather waistcoat with stud detail. A focus on the 1960s and 1970s
comes through on brightly coloured items such as mini skirts and tailored blazers, which are mixed with more romantic longer, looser pieces such as maxi dresses. The till-ringing maxi dress silhouette makes a triumphant return via a clean, fitted silhouette, rather than billowing, in warm reds and pinks. Neutral, earthy colours underpin
the main palette of white, beige and pink overall. A tough rock ’n’ roll theme is
created via the use of leather, which is worked into the collection on
Burberry-esque studded waistcoats and lace-up shorts.
Key pieces l Printed maxi dress (£39.99) l Cotton, floral-patterned dress with pocket detail (£34.99) l Blood orange 1960s jacket (£34.99) l Brown wool cape coat (£39.99)
Right for the market? The collection offers an updated version of many existing key trends. The 1960s and 1970s themes are interpreted in a sophisticated way with accomplished pattern cutting on tailored pieces. H&M could have injected some more directional pieces, but on the whole this is a strong collection.
H&M MENSWEAR
The look A khaki and a safari theme dominate H&M’s menswear collection. Khaki shirts, trousers, jackets and shorts all feature heavily. The key directional piece is a khaki all-in-one boiler suit with shorts with an elasticated waistband and pockets. The safari theme runs alongside a
nautical theme as blues and dark greys are used alongside horizontal and vertical stripes. T-shirts and tailored blazers are mixed with some more relaxed, comfortable pieces such as jogging bottoms and hoodies. A sharp blue suit stands out in
the collection for its simple, chic look. A blue tailored suit, coupled with a vertical-striped shirt, gives the collection a smarter look.
Key pieces l Khaki overalls (£39.99) l Linen-mix blazer (£49.99) and trousers (£19.99) l Button-detail hoodie (£19.99)
Right for the market? This collection cements H&M’s reputation as the retailer of choice for young, savvy men seeking both casual and smart pieces. The mix of nautical and safari
provides customers with a range of commercial trend options, allowing shoppers to push the boundaries or play it safe. The khaki pieces will pull in the
typical young customer while the smart blue suit should appeal to a slightly older, more sophisticated customer. Prices in this collection remain affordable.
» December 3 2010 Drapers 27
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