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H&M: Menswear

Autumn 10

The look

H&M offers a relaxed take on men’s tailoring for autumn 10, with deconstructed waistcoats and pressed-down contrasting collars.

Chunky oversized knits and snoods are teamed with slouchy jersey harem trousers; elsewhere, a faded, dipped-effect check shirt nods to the 1990s trend, offering a different story to the tailored pieces. In keeping with the women’s collection, knitwear is key.

Grey, black and chocolate brown dominate the palette across casualwear and tailoring. The exception is on casual shirting and T-shirts, which feature a splattering of tangerine and teal.

Wool coats and blazers are key in outerwear; particularly noteworthy is a three-quarter length wool coat with leather cuffs and studded shoulders.

Key pieces

  • Red and navy check shirt with faded dipped effect
  • Black double-breasted cape
  • Deconstructed tuxedo shirt and waistcoat

Right for the market?

Both ends of the product spectrum are catered for at H&M next season, with the tailoring trend executed well and the younger grunge trend equally well catered for.

The collection suits the fashion-conscious customer, as well as the value-hungry shopper, who will be able to find a suit or jacket at a pocket-friendly price. A blazer, for example, comes in at £48.

Price points remain keen, with H&M delivering the value for money its customer expects, such as a check shirt with grandad collar at £27.

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