The age of never-having-to-fly-to-HK-for-H&M is upon us. On one hand, I am thrilled. Some of my most reliable pants and coats are from the brand and — finally — their designer collaborations will be more accessible. On the other hand, I have this irrational fear that it might lose its magic, become too common, or bring in only cropped T-shirts that I am never, ever going to want to wear. I had these mixed feelings up until recently, when what was once just an idea became very real at the private viewing of the brand’s autumn/winter collection held at the H&M office in the Philippines.
The pieces would excite men, women and pint-size fans (actually, their mothers) alike. The women’s collection captures the playful spirit of the 21st-century bohemian woman — the look of the season. Key pieces from the collection were presented during the preview and they were all about contrast and juxtaposition — sheer fabrics against heavy coats, knits against sequins, sporty mesh against feminine cuts. “I love the freedom of choice and bohemian spirit of H&M Studio for autumn/winter 2014. It’s all about feminine pieces full of sophistication and fun, worn with attitude,” says Ann-Sofie Johansson, head of design, new development.
H&M Studio, which is the brand’s seasonal collection of key pieces, presented a collection of neutrals that include camel, moss, navy, black, and blunt gold. While H&M’s regular autumn 2014 collection showed more brights — a canary yellow chunky-knit sweater, a deliciously orange and fuzzy top, and an iridescent gunmetal skirt are some pieces that would illustrate its range in terms of color and style. The basics are also upgraded with “street” sensibility. A boxy hoodie, for instance, is given a plush twist in thin, buttery caramel-colored leather; and the standard black cold-weather cover-up is a fusion of a maxi cardigan, a hooded jacket, and a robe. Prints go from oversize leopard to poodle doodles.
For men, the theme for the upcoming season is modern mod. Cool, sleek and a tad rebellious. “This look is straight from the city — an urban silhouette where the key details are in the pieces themselves,” says Andreas Löwenstam, H&M’s head menswear designer. “The zips of the biker jacket, the cut of the city coat, the stitching of the leather trousers all define the season.”
For now, H&M Philippines representatives tell us that the brand’s flagship store will open in “autumn” — we don’t have it here in the country, but soon we can enjoy four seasons of H&M clothes, as well as shopping at the first 3,000-square-meter H&M store at the Mega Fashion Hall of SM Megamall. Better suit up, H&M is coming.
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H&M (Hennes & Mauritz AB), one of the world’s largest fashion retailers, will open in the Philippines very soon at the Mega Fashion Hall of SM Megamall.