An an advocate for the great British high street (I used to work in-store at New Look and Office back in the day), I will forever back the brands we're left with. And if I could pick a favourite right now, it would be H&M. In fact, I would say it's always in my top three, along with Arket and & Other Stories, which is handy, considering they can now all be shopped in one place on the H&M website and app.
As a daily visitor to the app, I'm very familiar with the new-in section. So much so, my My Favourites list is often too full to add to. And with new season already dropping (yes, boots are back!), I, of course, can't help but compile a wish list for the coming months. Whilst the summer girl in me wants to stick firmly to linen, the London girl knows it won't be long until I'm inevitably embracing autumn clothes.
Aïda Badji wearing the sold-out H&M rib-knit contrast top.
With several H&M stores on every major high street in the capital, it's a regular occurrence to spot its pieces when you're out and about—especially the latest designer collaboration or Studio Collection drop. But whilst we all eagerly wait for these specials edits, the latest additions to the main line will most certainly suffice.
So what do I predict my fellow fashion people will be stocking up on? I would place my bets on ribbed basics, details such as ruffles and lace (which are going to big news for A/W 23), and midi skirts in denim, cargo and prints.
When it comes to accessories, the high-street hero has a plethora of expensive-looking silky scarves, jewels and even bags that far exceed their affordable price tags. And for footwear, H&M's latest edit proves that ballet pumps are sticking around for the rest of the year.
So, out of 1583 new-in pieces, these are the 30 you'll no doubt spot on the streets of London.
1. Ruffled Dresses
2. Lace Details
3. Midi Skirts
5. Expensive-Looking Accessories
6. Ribbed Elements
7. Chic Ballet Flats