How to Style Elie Saab H&M: From Evening to Everyday

Ann-Sofie Johansson, Creative Advisor and Head of Design at H&M, views the collaboration through a lens of glamour and wearability. Rather than reserving the pieces for special occasions, she looks for unexpected pairings that bring a sense of ease. "I'm always after a contrast to make the whole look more effortless and relaxed," she says. It’s this interplay between statement pieces and everyday essentials that defines how to style Elie Saab H&M. This idea extends to the tailoring, where Johansson imagines the cropped faux fur jacket and sharply cut blazers styled simply with jeans, while the sculptural tailored coat works just as naturally over casual separates as it does over eveningwear. The crisp white tuxedo shirt takes on a more relaxed character when paired with worn-in denim. "A pair of worn, maybe even a bit torn, jeans will look amazing with a crisp white tuxedo shirt," she says.

The house’s signature dégradé, where one colour gradually melts into another, also extends beyond the evening gown. Johansson imagines the colour gradient leather skirt worn with the matching jacket as a complete look, softened by an easy T-shirt underneath. For the shimmering embellished pieces, the transition from day to night is less about changing the outfit than refining it. "For day I would work around something more sartorial, like a white poplin shirt or a blazer," Johansson explains. "Then add jewellery, heels or a lipstick, and the look is instantly ready for the evening."

Accessories become the finishing touch. Whether it's a dramatic flower choker, a silk jacquard scarf or a pair of platform heels, Johansson encourages wearing them as part of everyday dressing. "There are some really good accessories in the collection that will complete any look. You just have to play around to see what works with which piece and feels good for you."

Throughout, the collection reflects the elements that have defined the work of the celebrated Lebanese designer for more than four decades: graceful draping, the dramatic cape, refined tailoring and intricate embellishment. It's  Elie Saab design DNA distilled into a versatile wardrobe. Whether rendered in organic silk jacquard, crocodile-embossed leather or intricate lace, the materials reinforce the craftsmanship that has long defined the house.

Rather than recreating a runway look, Elie Saab H&M styling is about weaving the house's design language into a modern wardrobe. Whether styled with everyday essentials or worn for a celebration after dark, the pieces carry the effortless glamour that has made the house synonymous with timeless elegance. The Elie Saab H&M collection isn't simply about how to dress up, it's about expanding the moments worth dressing for. As Mr Elie Saab explains, "It's about opening the door to the brand, inviting a new generation to become part of the Elie Saab world.”