The Secret Is Out: This Is How Fashion Editors Find the Most Expensive-Looking Buys at H&M

Every fashion editor has their own hacks when it comes to shopping the high street, whether that's which section to head to online or what design features to look for in-person. Now that we're nearing the summer months, I wanted to share with you one of my most useful insider tricks that helps me to always, without fail, find the best items at H&M.


Anouk wears a shirt from H&M.

(Image credit: @anoukyve)

First things first: The search bar is your secret to success. H&M has a lot of stuff, and filtering it all down to find the best items is key. You may have noticed the brand offers various collections, some more familiar than others—think Divided and H&M Studio. But there is also Premium Selection, a category you'll find in the drop-down menu that essentially groups all the pieces that are made in high-quality fabrics and expensive-looking silhouettes. Admittedly, the prices do usually match the elevated offering, making them a bit more expensive than your average H&M buy, but when you try these pieces, you'll see that they're always worth the extra investment.

This is where my fellow editors and I always head to first whenever we're shopping H&M online. The collections don't refresh quite as often, which reflects the more classic quality of the pieces, but when a new drop lands, you can be sure it will likely sell out quickly. And since the Premium Selection collection has some seriously beautiful pieces in it right now, I thought I'd share the items below that I've been especially impressed by.

Expect tailored linen, gorgeous dresses and real leather sandals that will stand the test of time. It's essentially a ready-made capsule wardrobe at high-street prices. What more could you want? Scroll down to see and shop my full Premium Selection edit.

Shop My H&M Premium Selection Edit:

Emily Dawes
Affiliate Editor

Emily Dawes is the very definition of a fashion multi hyphenate. An editor, stylist and writer with over eleven years’ worth of experience in the industry, Emily is known for her impeccable taste, elegant outfit choices and being able to spot the next big thing in fashion from a mile off. Our readers loyally trust her advice and shopping suggestions; so much so she began her own column documenting the most expensive-looking pieces on the high street, which has become a top-performing piece of content for the Who What Wear brand.

Emily has worked for Who What Wear UK since 2020 in a myriad as roles, spanning from contributing editor and branded content editor. Now, she holds the position of affiliate editor and is responsible for the brand’s overall affiliate strategy, ideation and content execution. Working closely with Who What Wear UK’s affiliate manager, Emily has been instrumental in securing and nourishing brand partnerships, surpassing her goals as standard. Leading the team in tentpole shopping moments including Black Friday and Peak Trading, with Emily’s guidance and leadership, team Who What Wear is in a stronger affiliate position than ever before.

Prior to joining the Who What Wear team, Emily served as YOU Magazine’s acting fashion editor where she managed the fashion team and oversaw all fashion content output for the fast-paced weekly title. Emily is a stylist in her own right, having worked with a slew of VIP clients including writer and television personality, Elizabeth Day, as well as styling and art directing several celebrity cover shoots for glossy print publication, Grazia. Her adept fashion knowledge means brands regularly sought out to work with her as a consultant: previously she has developed marketing and content plans for brands for Cocoon and Edge of Ember. Before entering the industry, Emily obtained a Bachelor of Arts in English and American Studies with International Study from Nottingham University. Fun fact: Emily spent a year studying in America which saw her join a sorority during her time there.

When she’s not working or tracking down the chicest, new-in items to share with our audience, you’ll find Emily bestowing her East London home with her stylish flair, reading everything from the classics to cowboy romance novels and escaping to the country with husband, baby boy and dog, Roo, whenever she can.

Emily is currently on maternity leave.