On-trend product is a little lost among a deluge of basics, but what is there is original.
H&M offers some of the most original trend interpretations in the young fashion category. A cream felt wool zip-front top and silver panelled T-shirt have a futuristic feel, while denim-effect motorcycle leggings embrace the rock chick look. A Balenciaga-inspired mint green draped satin-effect skirt offers a more glam option. This is one of the best outerwear offers, including a smart black, full-length studded-shoulder wool-mix coat with asymmetric zip.
Fairly densely packed, this layout risks being a little overbearing but tidy rails and good product segmentation prevent it feeling claustrophobic. The mannequins in store are disappointing in that they don’t show off the best of the trend-led product, while the ones in the first floor window (kidswear is on the ground floor) are totally naked.
Sequin vest tops are £25, which is a little high, but at the same price a cable knit cardigan is better. A woollen coat in mint green is just £70 for 97% wool. Basics are pretty good value, with diamond-knit cardigans for a tenner and long-sleeved V-neck jersey T-shirts for £8. An all-over sequin dress impresses at £30, but £18 wet-look leggings are a tad overpriced.