These Expensive-Looking H&M Buys Are Going to Dominate This Summer

Here at Who What Wear we advocate for somewhat of a high-low wardrobe. That means investing a little more in some pieces, for quality and timelessness, and then mixing these items in with more affordable high street winners that can wisely bolster your seasonal wardrobes.

When it comes to cult summer buys, H&M is one of the high street brands we often look to for these more timely purchases that surprise and delight with their affordable price points but expensive-looking designs. Each season (not just summer) the brand manages to come out with pieces that everyone from fashion insiders to celebs and people across the streets of London want to get their hands on. Cult buys don't have to cost thousands, and today we're here to dissect H&M's summer offering and really dig down into the pieces that are worth buying. You know, the pieces that will dominate this season and you'll be extremely jealous of if you see someone else wearing after it sold out in record speed. 

Keep scrolling and you'll find our ultimate, bumper guide to shopping the unmissable items from H&M this summer. We've scrolled through the hundreds of product pages and analysed the new-in sections, and come up with five categories we think you really shouldn't miss. From creamy tones that will make you look rich to the 2023 take on the bodycon trend (don't be afraid), you'll find it all below. 


2. BODYCON 2.0




Up Next: I've Never Regretted Buying H&M's Expensive-Looking Linen—It's Just Too Good

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.