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

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(Image credit: @YEGAILLUSTRATIONS)

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.

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(Image credit: Getty Images)

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.

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(Image credit: @lindajuhola)

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.

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(Image credit: @slipintostyle)

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

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(Image credit: @amagodson)

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.

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(Image credit: @monikh)

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

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(Image credit: @oliviandalice_)

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

Related: The 13 ASOS Beauty Buys I've Just Added to My Shopping List

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(Image credit: @maryamsalam)

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

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Related: I'm 30-Something, and This Is How I Shop H&M

Hannah Almassi
Editor in Chief

Hannah Almassi is the editor in chief of Who What Wear UK. Hannah has been part of the the Who What Wear brand since 2015, when she was headhunted to launch the UK sister site and social channels, implement a localised content strategy and build out the editorial team. She joined following a seven-year tenure at Grazia magazine, where she led front-of-book news, fashion features and shopping specials as fashion news and features editor. With experience in both print and digital across fashion and beauty, Hannah has over 16 years in the field as a journalist, editor, content strategist and brand consultant. Hannah has interviewed industry heavyweights such as designers including Marc Jacobs and Jonathan Anderson through to arbiters of taste including Katie Grand and Anna Dello Russo. A skilled moderator and lecturer specialising in the shift to digital media and e-commerce, Hannah’s opinion and work has been sought by the likes of CNBC, BBC, The Sunday Times Style, The Times, The Telegraph and MatchesFashion.com, among many others. Hannah is often called upon for her take on trends, becoming known as a person with their finger of the pulse of what’s happening in the fashion space for stylish Brits.

Hannah currently resides in Eastbourne with her photographer husband, incredibly busy son and highly Instagrammable cat.