These H&M Items Sold Like Hot Cakes This Year

If H&M wasn't on your shopping radar before 2020, chances are that it absolutely is now. Even in the face of a harsh retail market, the high street mega brand has had a knockout year, and seemed to have a knack for designing the pieces we actually wanted to wear in that precise moment, before we even knew we needed them in our wardrobes. Many of these items were so in-demand, they proceeded to sell out faster than banana loaf baking tins. 

Now, listing every H&M best-selling item of 2020 would likely take hours and would require the entire Who What Wear team to down tools and pour all their energy into it. So we decided to take a sartorial walk down memory lane to revisit the cult H&M pieces that you can still buy a very good homage of.

From the £50 boots that look significantly more expensive to the beautiful two-piece that's been reinvented in dress form, keep scrolling to see H&M's best-selling items. Then, shop the closest thing to the originals.

COLLARED KNIT

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(Image credit: @hannahlewisstylist)

Let's start with a product that's still in stock, shall we? When we spotted this collared knit on fashion stylist, Hannah Lewis, we assumed it would be found on the likes of Net-a-Porter or MatchesFashion. In actual fact, it's H&M, and comes in two gorgeous colourways. 

Shop the look:

PUFFER COAT

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(Image credit: @basicstouch)

Sadly, Aïda Sané's H&M quilted puffer coat sold out in record time back in November, but the brand has thankfully followed it up with some equally excellent outerwear options. 

Shop the look:

AIRY CO-ORD

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(Image credit: @_jessicaskye)

At the start of summer, you couldn't scroll through Instagram without seeing this blouse-and-skirt co-ord. While the top is sold out everywhere, we were shocked to discover the skirt is still available in most sizes. We also love H&M's new puff-sleeve blouse and dress, which were clearly inspired by this airy duo. 

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KNEE-HIGH BOOTS

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(Image credit: @astyleedit)

Expensive-looking boots are hard to come by on the high street, especially for a mere £50. Cue H&M's knee-highs—a pair of boots so luxe, we'd never have guessed they were so affordable. We love how they're wide enough to tuck our jeans into, too. 

Shop the look:

KNITTED DRESS

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(Image credit: @y.a.t.r.i)

None of H&M's knitted dresses hang around for long. In our experience, they're cut better than any others you'll find in the same pricing category, which might be the reason for their in-demand status. Below, you'll find our current favourites, all of which we're predicting will sell out fast. 

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SMOCKED CO-ORD

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(Image credit: @styleidealist)

Another co-ord that H&M got so right was this smocked set, which put smocking details on the map this summer. The brand continues to champion this detail in the form of blouses, skirts, and even dresses. 

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PUFF-SLEEVE DRESS

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(Image credit: @heartzeena)

Escapism came in the form of this bright and breezy H&M midi dress this summer, when the style set wore it for picnics in the park and visits to the seaside. This exact frock is long gone, but there's a host of puff-sleeve iterations to be had online right now—even one in a gorgeous and super-similar hot pink shade. 

Shop the look:

Next Up: This It Bag Will Be the Most In-Demand Accessory of 2021

Maxine Eggenberger
Deputy Editor

Maxine Eggenberger is Who What Wear UK’s deputy editor and has over twelve years of experience in fashion journalism. She been creating engaging and elevated style content for Who What Wear UK since 2018, covering runway reports, emerging trends, long-form features, self-styled shopping stories, and columns, including her edit of the best new-in buys. She ensures the highest editorial standards are met across the site, works closely with influencer talent on content initiatives, represents the brand at industry events, and regularly contributes to social media. Previously, Maxine appeared on TV in her own fashion segment and has interviewed countless celebrities—everyone from Victoria Beckham to Oscar winner Lupita Nyong’o. 


Prior to Who What Wear UK, Maxine’s career began when, after completing her first-ever internship, she was offered a position on the Look magazine fashion desk. She accepted, leaving university a year early in the process. She went on to become the title's fashion news and commercial content editor, with a stint as InStyle.co.uk’s fashion writer along the way. She later served as Look’s acting Editor in Chief before embarking on a successful freelance career, working with Grazia, The Pool, and Marie Claire amongst others. Maxine works remotely from her countryside home near Edinburgh.