Yet another retail season has come, yet another amazing H&M collection.
My definite favourite name out of the high-street names previewed their Autumn/Winter 2014 collection for press, stylists, bloggers and and the rest of the fashion scene in Croatia & Slovenia. This was the first time the venue wasn't the showroom itself - it was a lovely café named Velvet, placed in the heart of Zagreb. Judging by the amount of fashion events held there in this past year - it's definitely a fashion spot. And I absolutely understand why everyone wants to have the press there - it has a spirit of freshness and simplicity, yet you're constantly surrounded by its amazing arty atmosphere. It's nothing unexpected since the owner is Saša Šekoranja, the best florist of Croatia.
But enough about the amazing space, let's chat about the collection - it was the Paris-shown Autumn/Winter collection by H&M's high-fashion diffusion line - H&M Studio. There was a selection of runway pieces exhibited - only the ones that will be coming to Zagreb's store, and that's probably the thing I loved the most. Unlike the usual H&M collection presentations, only 4 racks of clothes were there for people to look through - just about the right amount to see the showier pieces that represent each part of the collections. The furs, the sequins, understated elegance... It was all there. It was also interesting to see how they modified the runway pieces to their retail equivalents - the maxi stripy sequined gown turned into a short sexy shift, while the orange turtleneck's sleeves became a bit more streamlined. It were all tiny adjustments, but they definitely proved (once again) why is H&M the best designer of the high-street bunch - they do get inspired by the high-fashion trends, yet they aren't afraid of showing a bit more, a new side that's having a test. For instance the red latex-looking trousers - you would never see such an obnoxiously eccentric piece in a Zara collection. At least, not before Givenchy does them in their collection. I wouldn't want for you to think I unconditionally hate Zara or love H&M - it's just the fact I respect the Swedish chain a bit more.
My first though about the menswear part of the collection was how it was all to opaque for my taste, but as I mentioned – this part of the collection is not about the crazy prints on cheap fabrics nor about the first-impression pieces. Their statement is thought out through the fabrics, the interesting cuts and innovative resolutions in the silhouettes or the techniques. It truly is a designer point of view, not a retail chain one. I always love to talk about investing into classic pieces while having fun with the one-season-show stuff like a printed bomber jacket, and it seems the designers from the H&M menswear design team agree. There were no novelty pieces, no 'take-my-photo' kind of clothes - it was all clean, sophisticated with a lot of style and a touch of modernity. I will definitely pick up some of the pieces like the trousers-sweatpants hybrid I'm already dying for. 2 words - CAN'T. WAIT.
|I wore a Polo Ralph Lauren striped tee, H&M black jeans, Reebok LA sneakers and a vintage blazer I re-tailored into a sleeveless one|