For a company born in Sweden in 1947, with a single store in Västerås, H&M has not only shown its fascinating power of attraction but regularly seduces with its cool collaborations and sparks waves of hysteria and long queues outside its stores. (The latest, Alexander Wang X H&M, sold out in just over two weeks.) All of this serves to illustrate the retailer’s understanding of a market that is in constant evolution.
The result? Ranges that seem to fulfi l the modern consumer’s dreams with clothes that are creative, fun and fresh as well as reasonably priced and, in some instances, eco-conscious. For autumn/winter 2015, the range, dubbed ‘Sporty futurism and starburst shine’ was fi lled with nylon zip-up coats, long gilets, camel wool coats, knitwear, lurex blouses, polonecks, faux-leather dungarees and, of course, bright orange moonboots. Without which, no trip to the moon wouldn’t be complete. So fasten your seatbelts and enjoy the ride.
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