H&M

Key looks?
There are some great new shapes from H&M this season which show a more grown up direction for the young fashion maven. A cropped short sleeve top with a high neck appears in a number of fabrics, including a muted check wool and sunshine yellow leather, while peplums, a strong trend on the catwalks, feature on a lace embroidered cream and black strapless top. Trousers are super wide and often cropped at the ankle, while knitwear is oversized and cosy. Emerald is a stand out colour, on both long evening dresses and oversized cape jackets.
 
Right for the market?
There is real opportunity for H&M to challenge Topshop in terms of fashionability this season, with interesting silhouettes, individual pieces and a more mature feel that shows it can perform out of its teenage comfort zone.