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HENNES & MAURITZ Spring/Summer 2011
02
Dec '10
H & M HENNES & MAURITZ AB launches SPRING/SUMMER 2011 collection.

WOMENSWEAR : Fashion right now is all about reinventing classic favourites, with a wardrobe full of perfect pieces that have been restyled and reconsidered to feel completely new. This season there's a particular focus on the mood of the 60s and 70s, with brightly coloured shapes that are short and sharp alongside a more romantic silhouette that is long and elegant. To make a modern mix, these pieces are teamed with seasonal trends and modern essentials with innovative shapes and proportions. There is a move towards function in fabrics as well as form, with many of the fibres used being organic or recycled. At H&M we are proud to continue working with sustainable materials to make fashion forward clothes that will soon be timeless.

“It's great to reinvent your wardrobe at the beginning of a new season. Fashion doesn't change as drastically as it used to so you could easily get last season's favourites to work with smart updates. Safe buys for spring are cool classics in beige or white, and the longer skirts and dresses feel new and very feminine”, says H&M's head of design Ann-Sofie Johansson.

MENSWEAR
The function and form of utility clothing and the global trend for personal style are major fashion influences this spring. It's all about finding perfect new versions of contemporary classics, then styling them in a completely new way. Khakis are a must, and essential pieces look better than ever, be it a blazer, a uniform jacket, a striped jersey or a crisp shirt, to be matched with tailored trousers, chinos, white jeans or shorts. These pieces work from day to evening, and can be styled to suit seasonal trends as well as to express an individual's own personality. It's like the best version of a man's wardrobe, where everything works together, taking what's familiar and creating something completely fresh.

“Styling makes all the difference this spring. The blazer looks new worn with cargo shorts, and a hooded jacket is dressed up with a shirt and tailored trousers. The combination of black and khaki green is super elegant”, says Andreas Löwenstam, menswear designer at H&M.

H & M HENNES & MAURITZ AB


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