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H&M: womenswear

Autumn 10

The look

H&M puts it own mark on autumn’s trend for knitwear, with fashion-forward interpretations of knitted trousers and skirts standing out.

A knotted wool poncho with hood cements its focus on knits and demonstrates H&M’s attention to texture - another key trend.

Graphic-print dresses and harem trousers styled with cropped bustiers are inspired by Alexander McQueen’s spring 10 collection; jersey shorts, skirts and hooded track tops add a sporty feel.

Green, red and blue tones run through the stories; the collection’s sea of colours will lend itself well to in-store merchandising.

Key pieces

  • Grey oversized shearling coat
  • Knitted striped trousers
  • Powder blue and white graphic-print body-con dress

Right for the market?

Yes, in that H&M balances its basic ranges with its more on-trend pieces. Its interpretation of autumn’s knitwear trend is spot on, catering for a younger, more daring customer while also offering classic, chunky knit pieces.

Plenty of colour will also keep its customers happy, but perhaps H&M is guilty of playing it safe elsewhere, with a discernible lack of standout pieces.

The military trend, which has been picked up by quite a few of H&M’s rivals, was conspicuous by its absence at the press day. However, an otherwise strong outerwear collection should offer enough coat options to keep customers happy.

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