H&M Is So Good Right Now—These Under-$95 Items Punch Above Their Price-Tag

Something extra-good is going on at H&M right now. I'll admit, I’m typically more tempted by the retailer’s sister stores, & Other Stories and COS—particularly the latter, which is extra dangerous since they opened a brick and mortar store right near by apartment. (To be fair, my dog drags me in there because she knows the staff will give her treats, so they do have an unfair advantage.)
I first noticed all the goodness when I innocently browsed H&M for another story I was writing, and discovered what turned out to be some extremely chic one-piece swimwear (black, smocked, under-$50). Then, the homepage informed me that there’s a dress situation that deserved my attention, and down the rabbit hole I went. Feel free to join me, if you’re on the hunt for some affordable buys for this season—I'm telling you, H&M is truly thriving this summer.

Natalie Cantell is an NYC-based style director, creative consultant, and fashion editor, who regularly contributes from Paris. She was the executive director of Who What Wear and Marie Claire’s brand studio until 2023, and now freelances globally on shoots, stories, and special projects.
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