These Elevated H&M Buys Are Dominating This Summer

There aren’t many high-street stores as adept at producing a cult buy as H&M. Every season, hero pieces just keep on coming. And that’s not the only thing that sets the brand apart from the rest. Unlike others, H&M doesn’t just follow the trends—it starts them. The label and its design team have a serious knack for forecasting exactly what we want to be wearing in any given year, and one brief glance at the new-in section is proof enough. 


(Image credit: @femmeblk)

Whether you’re searching for an expensive-looking dress to add to your regular rotation, some affordable denim or relaxed tailoring to up your office outfit game, even if you don’t know exactly what your closet needs to feel fresh, you can be confident that H&M will have something that not only fits the bill but also makes your wardrobe all the better for it. 

The label’s offering for 2022 is, if possible, better than ever. They’ve tapped into the biggest summer trends and given them timeless twists so you can pull them out year after year. Think floaty kaftan dresses and cut-out styles as well as more transitional themes to take into autumn, such as utility details and '90s minimalism. Put simply, there's something to suit all tastes and wardrobes. The seven trends I've highlighted below are particularly dominating H&M's current offering and the industry in general. 

So if you're looking to freshen up your go-to looks with an affordable price tag, keep scrolling for some inspiration. 

1. '90s Minimalism

2. Elevated Throw-On Dresses

3. Grown-Up Cut-Outs

4. Utility Details

5. Expensive-Looking Accessories

6. Prairie Ready

7. Transitional Classics

Up Next: The 9 Most Expensive-Looking Pieces on the High Street This Week

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.