Posted on May 03 2013

My Current Obsession: All Things H&M

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I popped into H&M last week for the first time in a while. I’ve been curious what they’ve been up to for a number of reasons, but mostly because I simply can’t avoid it. No matter where I turn or who I talk to, H&M keeps coming up. One of my dearest friends and total fashionistas, Aimee Berman, swears by them and I just couldn’t be left out.  Not to mention,  the 2013 Spring/Summer campaign is spot on: not too young, trendy, or unrealistic.

I was barely in the door and I was immediately impressed.  The overall presentation was really strong.  They had great prints and colors, and all the key spring fashion items: woven shirts and jackets, print bottoms, innovative knits, and great denim and non-denim bottoms. The vibe of the store was electrifying and it was crowded. I felt like a kid in a candy shop and ended up collecting an armful of pieces without one hint of buyer’s remorse.  How could you have any remorse when almost everything is under $24.95?  I not only found killer pieces to add to my spring/summer wardrobe, my 12-year-old daughter did too. Sold!

My Current H&M Obsessions:

1) Burnout knit tanks (a must-have in every color)

Photo courtesy of lookbook.nu/oneofeach 

2) Prints (alternate between top and bottom)


Photo courtesy of lilsugar.com

3) “Beyoncé as Mrs. Carter in H&M” Swimwear

Photo courtesy of hm.com 

After my great experience last week, I was even more impressed this week when I saw H&M grabbing headlines for its subtle debut of “plus size” model Jennie Runk as the face and body for the 2013 swimwear collection. This is a great example of a consistent brand image combined with total customer relevance and innovation all wrapped up in one beautifully executed campaign. I applaud the international retail conglomerate for having the confidence to be at the forefront of change in the fashion industry.

Photo courtesy of hm.com

I must confess, as a former retail executive I always looked at H&M as forbidden territory – the Garden of Eden, if you will. I refused to be lured in by the temptation of discounted trends and clever marketing tactics splashed across billboards and even debuted on the red carpet. But who am I kidding? I’m a sucker for smart brands – and that’s just what H&M is. All I can say is it was well worth crossing “enemy lines” – my only regret is that I didn’t do it sooner.

Xo –



**Featured image courtesy of Avenue Swank

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Loretta Soffe - Principal