• The Modern Classic Premium Collection will be available in selected stores and online from September 18th.

  • The Modern Classic Premium Collection will be available in selected stores and online from September 18th.

  • The Modern Classic Premium Collection will be available in selected stores and online from September 18th.

  • The Modern Classic Premium Collection will be available in selected stores and online from September 18th.

THE PERFECT WARDROBE

This month, H&M launches a series of timeless, modern, and highly essential fashion items. The Modern Classic Premium Collection is one step closer to building the perfect wardrobe.

Right now, we are all about simplicity, interesting compositions and finding the perfect fit. Stepping outside of the trend cycle, in search of that everlasting coat, the perfect pair of boots or a ‘wear whenever or wherever dress’.

– There is a tendency in fashion right now that goes towards a certain simplicity, something that is modern, but grown up rather than trendy. And that’s where it all started; creating this collection felt important this season, says Ann-Sofie Johansson, H&M’s Creative Head of Design.

The Modern Classic Premium Collection will be available in selected stores and online from September 18th. The collection features a series of essential wardrobe items, as well as some statement pieces – and a few must-have accessories like the perfect everyday boots, soft knit cashmere blend beanies and great leather bags.

– It is easy to create different outfits, everything goes together really well. We want this collection to have a long life, you should be able to wear it for many seasons, says Ann-Sofie Johansson.

The design team chose a subdued colour scheme for the collection, focusing on fit and quality.

– We’ve worked a lot with the composition, mixing materials to create an interesting look.

There are also some party elements in the collection, like a sheer sequin top and a current take on the little black dress.

– I like the idea of going out for dinner and drinks, coming straight from the office. Maybe you’d wear a blazer over a sequin top at work, and then just remove the blazer and add a pair of heels to your look before you go out for dinner.

The Modern Classic Premium Collection is truly about building the perfect wardrobe; it even has a pair of embossed leather sneakers in the mix.

– Everyone wears sneakers now! We wanted to make a really nice sneaker, one that you could wear with a nice coat. It adds some coolness to a classic look – a combination that we truly love.

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