I’m Convinced These H&M Buys Will Make Every Winter Outfit Look More Elevated


(Image credit: @EMILYJDAWES)

All hail H&M. Honestly, as a fashion editor, I look at a lot of new-in products every day across high-street and luxury fashion. And after all these years, the affordable hero still manages to pull it out of the bag with some of my favourite wardrobe pieces each season. The H&M design team just seems to know exactly what I want to wear, which right now is elevated capsule pieces that make me look like I have a much bigger budget than I actually do. And the latest new-in drop serves exactly that purpose. 

It’s full of simple, minimalist wardrobe basics with a stylish twist. Think chic knitwear, ribbed tops with modern sweetheart necklines and expensive-looking tailoring with just the right amount of designer slouch, all in a palette of creams, navy, greys and neutrals. Not to mention, so many of the best pieces come in under £70. 

Of course, if you’re looking for wardrobe staples like these with more longevity and premium fabrics and you’re in a position to invest more, it’s always worth doing so. But as we'll soon be heading into autumn, if you’re looking for some affordable pieces to easily transition your existing wardrobe, I really recommend scrolling down to see this affordable edit. My one piece of advice? Don’t hang around on the pieces you fall for. We all know how fast a cult H&M piece can sell out.

Shop Expensive-Looking H&M Basics:

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

This story was originally published at an earlier date and has since been updated.

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.