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H&M Spring/Summer 2011


WEBWIRE

WOMENSWEAR

Fashion right now is all about reinventing classic favourites, with a wardrobe full of perfect pieces that have been restyled and reconsidered to feel completely new. This season there’s a particular focus on the mood of the 60s and 70s, with brightly coloured shapes that are short and sharp alongside a more romantic silhouette that is long and elegant. To make a modern mix, these pieces are teamed with seasonal trends and modern essentials with innovative shapes and proportions. There is a move towards function in fabrics as well as form, with many of the fibres used being organic or recycled. At H&M we are proud to continue working with sustainable materials to make fashion forward clothes that will soon be timeless.

“It’s great to reinvent your wardrobe at the beginning of a new season. Fashion doesn’t change as drastically as it used to so you could easily get last season’s favourites to work with smart updates. Safe buys for spring are cool classics in beige or white, and the longer skirts and dresses feel new and very feminine”, says H&M’s head of design Ann-Sofie Johansson.

SILHOUETTE

Long and loose or short and sharp

COLOURS

Misty make-up tones, navy, white, beige, yellow and pink

PATTERNS AND PRINTS

Flowers, animal prints, graphic prints

MATERIALS

Stonewashed cotton and Tencel, suede, linen mix, fine jersey, chiffon and voile, organic and recycled materials

KEY ITEMS

Trousers in different shapes and styles, maxi dress, jersey top, blazer jacket

KEY ACCESSORIES

Natural leather bag, belt, sandals and clogs

MENSWEAR

The function and form of utility clothing and the global trend for personal style are major fashion influences this spring. It’s all about finding perfect new versions of contemporary classics, then styling them in a completely new way. Khakis are a must, and essential pieces look better than ever, be it a blazer, a uniform jacket, a striped jersey or a crisp shirt, to be matched with tailored trousers, chinos, white jeans or shorts. These pieces work from day to evening, and can be styled to suit seasonal trends as well as to express an individual’s own personality. It’s like the best version of a man’s wardrobe, where everything works together, taking what’s familiar and creating something completely fresh.

“Styling makes all the difference this spring. The blazer looks new worn with cargo shorts, and a hooded jacket is dressed up with a shirt and tailored trousers. The combination of black and khaki green is super elegant”, says Andreas Löwenstam, menswear designer at H&M.

SILHOUETTE
Loose

COLOURS
Khaki green, black, navy, grey melange, white

PATTERNS AND PRINTS
Stripes and melange

MATERIALS
Cotton twill, sweatshirt jersey, linen mix, denim, organic and recycled materials

KEY ITEMS
Blazer, white 5-pocket jeans, uniform-inspired styles, shorts

KEY ACCESSORIES
Desert boots, leather belt, briefcase, rucksack



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