If I had a pound for every time someone was shocked that my entire outfit is from H&M, I would be rich enough to afford ready-to-wear Mugler. As an avid shopper and ex-employee, I’ve always managed to find the most unique outfits in H&M. We don’t gate keep here so I thought I’d share tips on how I shop the brand and always find the best items.
I worked at H&M for two years in my early twenties while in university. Yes, a majority of my salary did go straight back into the high street store but the experience working there was priceless. I made the most amazing friends and survived two designer collaborations: Balmain x H&M in 2015 and Kenzo x H&M in 2016.
As H&M has recently announced its next designer collaboration with the House of Mugler this spring, I felt it was only right to remind you all that H&M doesn’t just do the best designer collaborations but they offer some of the most affordable trend-led pieces on the high street…
The concepts
Firstly, it’s important to know the differences between ‘concepts’ AKA the labels on the clothes and the collections they belong to. When I first started working for the brand at the flagship Oxford Circus store in London, the first thing I was taught about was the different concepts, since a majority of the stores are merchandised with the concepts all grouped together for ease.
In the past on the H&M site, there was a drop down menu of all the different concepts, however this has been removed in a bid to highlight their other labels under the H&M umbrella: Arket, COS, & Other Stories and Weekday. Now, the four main concepts – which I think are key to the trendiest wardrobe – are Divided, Everyday, Trend and Workwear.
‘Divided’ (the black label on clothes) tends to appeal to the younger H&M customer with affordable Gen-Z-friendly designs. Often you’ll find a great band T-shirt or an edit from a show, such as the current Wednesday Addams collection. This concept might attract the younger customer however I wouldn’t sleep on the entire concept as I’ve found a few cute summer dresses and edgy mini skirts there.
Everyday wear (a white label) is probably the largest concept, with a lot of items falling into it much like our own everyday wardrobes, from hoodies and tracksuits to the perfect plain white t-shirt. Everyday offers inexpensive pieces for whatever the occasion.
Workwear (a grey label) is the concept is for all my corporate girlies, despite there being an array of amazing blazers across all the concepts, I feel that this department offers more tailored, sleeker workwear. I used to be obsessed with the V-neck blouses for job interviews!
Trend (the cream label) concept is often mixed in with some Premium Selection pieces – this is my favourite because the items are inspired by runway looks, trending pieces and the quality tends to be phenomenal. The premium and trend pieces have a higher price point, however the higher quality is absolutely worth it. I have pieces from the trend concept from over six years ago that I’ll never let go of.
Collection drops
Tired of missing out on the designer collaboration pieces? Despite being in a digital era, I highly recommend heading down to the flagship stores that will have stock of the designer collaboration pieces as H&M is notorious for having a line on designer-collaboration day. For those that might not be a fan of the designer collaborations, I highly recommend the H&M Studio collections as it houses the most unique pieces.
Their current spring/summer 2023 collection modelled by Kali Uchis offers glamour and maximalism with a mixture of eveningwear and swimwear. This jersey dress would be the perfect wedding guest outfit!
The rest of H&M
It wouldn’t be fair if I didn’t mention H&M’s incredible accessories department. My friends and I have long praised the H&M shoe and bag buyers for always getting it so *right*. The green platform mules will be seen on me at every pool party and rooftop event this summer and they’re also available in beige for the minimalist girlies *immediately adds to cart*.
My entire flat is furnished with H&M home bits – similar to the clothing collaborations, the brand works with innovative creatives and artists on homeware edits.
Last but not least, beauty! H&M’s beauty section is probably the most slept on beauty section. Launched in 2015, I’ve been guilty on many occasions of forgetting this existed until it launched its Matt Primer, which happens to be an almost exact dupe to the Becca (R.I.P) Ever Matte Poreless Primer.
How to get money off at H&M
In this Cozzie Livs (that’s cost of living crisis), it’s imperative we can get some money off whenever we can, that’s why I highly recommend becoming a H&M member as the benefits are absolutely worth it, IMHO. With special member discounts and early sale access, you’d be silly not to.
Another way to get a cheeky 10% off in store is to bring a bag of unwanted clothes or textiles and you will be given a 10% off voucher for your next shop.
As you can see H&M is probably one of the best high street all-rounders and I hope you’ve walked away with some new tips – happy shopping!
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