At 4 o'clock yesterday afternoon I made my way up to London. At times I wish I worked in London so I could read on the train, as recently I can never find the time. Although I was on the train, with a seat and only 5 others in the same carriage until we got closer to the City. It wasn't exactly a typical 'commuters' journey.
A little door in the centre of the City opened up to a white, high ceiling reception. Very Swedish, but I would expect no less as Swedes are very proud of their culture and roots. On the second floor we were met with Champagne as we passed into their showroom. If every H&M store was presented in this way, I would spend a small fortune! I tend to find H&M stores resemble a jumble store and the items are so tightly squeezed on the rails, it's hard to pull out a single coat hanger without 5 attached to it.
Here the rails were presented with one of each item for male and female ranges. There was also a small space for their home range which featured eye catching brights or whites and blues with soft patterns like you find on antique china.
H&M Spring Magazine. Colourful menswear. Pastels for women. Pastel looks. Fashion for Aids and Womenswear Colour items. Earthy, Neutral womenswear. Fashion For Aids Jacket. £15 Voucher for attending.
From the photos above you can see what the key trends will be the Spring/Summer. There was a rail with lots of yellow, neon green, silver and busy prints but didn't seem to get a photo of that. I'm sure this look will be heavily photographed during London Fashion Week!
Tomorrow I will post the key trends in the words of their design and buying team. They gave a really interesting talk with lots of ideas of how to stay on trend this season.
What do you think about the trends for Spring? I love the pastel and earthy toned looks.