If You Buy Anything From H&M in This Colour, It's Guaranteed to Look Expensive

We all know H&M can turn around a fast fashion trend, but there's a far more sensible way to shop the Scandi high street store at the moment, and fashion girls are paying attention—even Alexa Chung knows that the pieces to look out for sit within a spectrum of either brown or tan. The designer and fashion icon chose a beige trouser suit to wear to LFW earlier this week, and she follows in the neutral colour-styling footsteps of many an influencer: my feed is to the brim with camel hues, with many of the more affordable pieces coming from this shop in particular.

Alexa Chung in a beige H&M trouser suit


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Perhaps this should be no great surprise. When it comes to buying pieces from the high street that last as long as possible, I have two rules: First, I try not to buy prints (they can date quicker than anything plain). Second, the Who What Wear team have long exalted the virtues of buying camel tones, so I usually try to buy pieces within this colour scheme. Why? Well, they're inherently sophisticated no matter the season or the trends at play. Right now, because this spectrum is on trend and in season, you've got a good opportunity to stock up on affordable, long-lasting items I reckon you'd be able to still crack out in five years' time and be proud to wear.

So with that in mind, look at the most elevated H&M shopping pieces below—all from the brand's (probably) 50 shades of brown on offer.

H&M autumn shopping picks: Linda Juhola wearing a brown teddybear coat



Linda bought the coat we're so annoyed with ourselves for not getting. This chocolate-brown faux-fur style came into H&M way before the weather turned and sold out so fast. Boo.

Ellie's mustard H&M sweater has all the hallmarks of an autumnal classic.

H&M autumn shopping picks: Ama wearing a beige sweater, leopard skirt and strappy sandals



Ama's simple chunky-knit sweater from H&M worn with a leopard print skirt is a combination that will work for the entirety of 2019.

Monikh wearing a cream maxi dress from H&M



Monikh's cream ribbed dress was an instant hit and promptly sold out.

Olivia and Alice have been pepping up this colour palette with lilac—adding a shaggy collar to a plain H&M coat.

H&M autumn shopping picks: Maryam wearing a pleated snake print skirt and tan duster coat



Maryam's printed skirt is another H&M winner, being as useful for winter as it will be next summer.

Burnt orange counts too.


A "wear everyday" kind of knit.

There are a few sizes left—act fast.

Just what your old jeans called for.

It's the jacket that Emma Thatcher made us really want.

The wow-factor for any plain outfit.

The most elegant leather skirt we've seen on the high street.

Next up, what you need in a spring capsule wardrobe.

This story was published at an earlier time and has since been updated.

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