H&M reawakens Spring 2024 with modern tailoring and refined romance

For Spring 2024, H&M celebrates the season of rebirth with soft tailoring and an effortless ease. There’s sculptural volume and clean lines of refined suits, sophisticated shirts and shirt dresses. Workwear-inspired pieces give a utilitarian edge, while embroidered details, pleats and textures convey a delicate touch. A minimal colour palette of silver, light blue denim, white and ecru keeps the tone sharp. The collection launches 21 March and will be available in selected stores worldwide and online at hm.com.

The womenswear collection is a love letter to wardrobe treasures and modern femininity. Timeless suiting that’s both tailored and relaxed includes not only the blazer and trousers, but also waistcoats and hot pants. Blouses, dresses and skirts with romantic volume, pintucks and flounces. Power denim in the guise of 90s shapes and soft, washed-out blues add some toughness. A shiny silver A-line dress brings a final pop of energy.

Key pieces include a white mini-dress with balloon sleeves, ruching and drawstring details, a silver pencil skirt, a light denim shirt with body-skimming seams, and a white voluminous embroidered collarless blouse with wide cuffs. Feminine accessories like slingback kitten heels and pointy ballerinas are set against chunky, bold jewellery in silver tones.

“This season, we were really inspired by the idea of rebirth, like the first flowers blooming. So while there’s a romantic side to the collection, we also wanted to channel a strong, tailored vibe and workwear touches that could breathe life into the fashion wardrobe,”

says Eliana Masgalos, Concept Designer at H&M.

For menswear, modern tailoring and utilitarian elements are also key – a chore jacket, overshirts, blousons and pull-on trousers. With the addition of navy and chestnut to the colour palette, the result is minimalistic and easy-going. In kidswear, the first signs of Spring show up in floral prints, voluminous silhouettes, soft suiting and workwear-inspired pieces. Textures, embroidery on twills and satins, and both shiny and matte surfaces create a modern twist on charming classics.

“The kidswear collection this season has a distinct sweetness – satins, puff sleeves and all-over floral prints – but the tailoring and neutral colour palette gives it a clean edge, too,”

says Sofia Löfstedt, Head of Kidswear Design and Creative at H&M.