H&M's New Spring Collection Might Be the Retailer's Best Yet


You don’t turn to a style guru like Ellen V. Lora when you’re seeking advice on playing by “the rules.” As you’ll know if you’re part of her army of Instagram followers, the Los Angeles–based creative director and blogger behind Pure EVL is just as likely to be spotted in a neon-lime bomber as she is a floaty floral dress, and we’re not sure we’ll ever match her knack for effortlessly mixing unlike prints (though rest assured we’ll never stop trying).

But if you’re looking to make getting dressed in the morning, well, fun again, Lora’s exactly who you want to talk to. “I’m that girl who will wear her faux-fur coat in the spring,” she tells us, reassuring us that we actually don’t have to banish the entirety of our winter wardrobes to the land beyond the wall (aka the back of our closets) as warmer weather edges its way into the forecast. We implored the blogger to turn her attention to H&M’s fittingly bold new Divided collection, and then we stepped back to let her work her magic…


Lora’s retro-inspired spring take on the Canadian tuxedo has us itching for festival season: Expect to see us wearing this as we edge toward the stage to catch headlining acts all spring and summer long. The blogger’s relaxed double-denim look feels very ’70s and very rock ’n’ roll, which makes perfect sense, given that Lora cites Bianca Jagger as one of her biggest style influences.

“She wore the clothes—the clothes didn’t wear her,” the blogger says of the icon whose notable fashion moments include the off-the-shoulder dress she wore while riding a horse(!) into Studio 54 and the plunging blazer–and–high-waisted skirt combo she sported while wedding the lead singer of The Rolling Stones.

Shop the look:


Lora’s advice when it comes to styling spring’s eternal print into a look that feels directional (read: not yawn-inducing)? Keep things casual by pairing it with of-the-moment weekend-ready pieces like chunky-soled sneakers and a straw bag. “My favorite aspect of this look is the wraparound element—it allows you to properly fit your waist,” Lora says, explaining the style’s popularity across retailers both high and low for S/S 18. All in all, it’s the perfect look for a Sunday morning trip to pretty much anywhere.

Shop the look:


Another laid-back look Lora’s loving right now? This playful combination of bold green stripes and a sporty white miniskirt. “I probably wore this outfit at one point or another in my childhood,” she says of the ’90s-evoking ensemble she topped off with a throwback white cap and circular sunglasses. “I love this skirt—the fit is amazing.” Keep things casual by finishing off the look with a pair of bright-white sneakers.

Shop the look:

Feeling an urge to shop coming on? Check out more new-in styles from H&M’s Divided collection.