H&M collection presentations are always my favourite of the season. Extremely homey & relaxed atmosphere combined with chic affordable fashion is what I'm up for ANY DAY OF THE YEAR.
It was the Spring/Summer 2014 collection we were privileged to see first, and I cannot say I'm disappointed. As always, the collection was divided into few parts - trendy part that was very reminiscent of Saint Laurent SS 2013 with its tassels, ruffles and gothy-renaissance feel but shown in a very different way. High street brands profit from having differently branched collections - an embroidered denim jacket can be work with a ruffled skirt and a printed shirt. The point is mixing different styles and trends into a pleasant fashion melange.
Accessories are (as always) following the story for womenswear - contemporary boho meets 80's kitschy meets 70's YSL. You can dress yourself for every occasion just by taking bits and bobs from the accessories wall. Interestingly, no heels were shown - kinda a statement, and kinda digging the whole 'feminist fashion' story.
And then there's the menswear - this year's it's less about the trending, and more about the Scandinavian chic way of staying comfortable. Buy I must say - the floral zipped jacket is easily my favourite piece for the season aside of the megachic tasseled top that I'd love to have just for looking (and occasional wearing :3).
photos_stylebrickroad // outfit photos_John Pavlish