H&M | The Resurgence of Creativity

Snooze, snooze, snooze.  Each new season from H&M would leave me doing a quick 180 in-and-out of the store, nearly always leaving empty handed - besides the odd scrunchie, or two.  However, things have changed over the past year and in a big way.  A handful of designer collaborations later, combined with trending Instagram 'it pieces', well-known content creators' edits (hello Lydia E Millen in that blue wide-leg jumpsuit) and an array of punchy prints, and the Swedish multi-national clothing-retail company has started creeping back into everyone's good books.  And now for more than just the affordable pricing.  And you know what?  I'm here for it. I'm enjoying watching H&M's evolution from a store of affordable convenience, into a destination experiencing a resurgence of creativity...

Okay, so let's take it back to last Spring, at which point H&M announced they were on their merry way to using 100% sustainable materials, a move which I'm pretty sure every fashionista heaved a sigh of relief at.  Next up came their Conscious Collection worldwide launch one month later, showcasing a fabulous range of soft, delicate designs.  This theme continued into their Summer '19 collection via the capsule collection 'Riviera Glam' (hello bronzed-up, warm shades).  But anyway, let's move onto the collaborations...

Since just May this year, H&M have collaborated with some equally big names; resulting in trending, sold-out collections.  There was the Stranger Things collection at the end of Spring, followed by a limited edition collection created with The Laboratory and then, of course, news of the show stopping designer collaboration with Giambattista Valli broke.  Remember that shot of Kendall Jenner in the fuchsia pink strapless design?  Yeah.  A whole other vibe for H&M and one that felt like a definite shift in their vision.  Most recently, they've announced a collaboration with electric British brand Richard Allan; launching an edit of designs featuring 'bold designs, abstract patterns and vibrant colours'.  I'll admit, this latest collaboration isn't quite my thing due to the sixties vibe, and yet I'm still excited by this release.  It's new, it's fresh and it's different.  Which is exactly what prompted me to click 'add to bag' on this lemon print puff-sleeved dress earlier this summer.  Admittedly, I also fell for the crop top and mini skirt co-ord, however it's this dress that I can confidently crown my summer favourite.        

I'd love to hear your thoughts on H&M's creative transition over the past year.  Have you visited them online or in-store lately?  If so, what do you make of their recent releases?  Let me know in the comments below!

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With love,

Gabrielle x