7 Designer-Looking H&M Pieces London Fashion People Are Wearing Now

An an advocate for the great British high street (I used to work in-store at New Look and Office back in the day), I will forever back the brands we're left with. And if I could pick a favourite right now, it would be H&M. In fact, I would say it's always in my top three, along with Arket and & Other Stories, which is handy, considering they can now all be shopped in one place on the H&M website and app. 

As a daily visitor to the app, I'm very familiar with the new-in section. So much so, my My Favourites list is often too full to add to. And with new season already dropping (yes, boots are back!), I, of course, can't help but compile a wish list for the coming months. Whilst the summer girl in me wants to stick firmly to linen, the London girl knows it won't be long until I'm inevitably embracing autumn clothes. 


(Image credit: @aidabadji_)

Aïda Badji wearing the sold-out H&M rib-knit contrast top. 

With several H&M stores on every major high street in the capital, it's a regular occurrence to spot its pieces when you're out and about—especially the latest designer collaboration or Studio Collection drop. But whilst we all eagerly wait for these specials edits, the latest additions to the main line will most certainly suffice.

So what do I predict my fellow fashion people will be stocking up on? I would place my bets on ribbed basics, details such as ruffles and lace (which are going to big news for A/W 23), and midi skirts in denim, cargo and prints. 

When it comes to accessories, the high-street hero has a plethora of expensive-looking silky scarves, jewels and even bags that far exceed their affordable price tags. And for footwear, H&M's latest edit proves that ballet pumps are sticking around for the rest of the year. 

So, out of 1583 new-in pieces, these are the 30 you'll no doubt spot on the streets of London.

1. Ruffled Dresses

2. Lace Details

3. Midi Skirts 

5. Expensive-Looking Accessories 

6. Ribbed Elements 

7. Chic Ballet Flats 

Next Up: The Best High Street Buys We've Seen On Instagram This Week

Freelance Fashion Editor

Harriet Davey is a freelance fashion editor who has been part of Who What Wear's extended team since 2017. She previously worked in print at Look magazine and has since worked across print, digital and social for many other titles, including British Vogue, Stylist, Grazia, Refinery29 and Marie Claire. Also a stylist, Harriet has had the pleasure of producing cover shoots and editorials along with commercial shoots for brands including Boux Avenue, Watches of Switzerland, Benefit Cosmetics and Revolution. To add to this, Harriet also works in live TV styling for ITV’s This Morning. Back to Who What Wear. With hundreds of published stories on site, Harriet knows what the WWW reader wants. Keeping up to date with the latest It buys and runway trends, she can guarantee to keep you one step ahead of the most stylish people. When not writing or styling, Harriet loves to go shopping (yes, more fashion). If she’s not in a local Hackney bar or restaurant, you can find her forever searching for her next holiday destination.