Maxi dress H&M

The maxi dress will save your summer

This is the right way to wear the floor-sweeping wardrobe staple for S/S 17.

It’s full, flowing and reaches all the way down to the ground. From the early days of fashion history until the 1920s all dresses were long, and when hemlines started to dance from ankle to above-knee, the baroque full-lengths went out the door – and stayed there for decades.

It wasn’t until the late ’60s that hemlines hit the floor again. The flowy maxi skirt was a counter-reaction to the hyped mini skirt and earned its place as a wardrobe mainstay thanks to its versatility; an elegant yet laid-back option that worked for every occasion. If trying to pinpoint one moment in time that brought the maxi dress fame, a 1968 New York Times feature about an Oscar de la Renta creation is often mentioned. His piece started a buzz that would go on forever.

While the dress’s popularity was launched in the ’60s it was in the ’70s that it hit its prime. Long, wide sleeves, medallion prints, caftans and gladiator sandals made it the ideal item for the birth of boho and the garment of choice for the love hungry hippie movement.

Now, the garment has been a wardrobe essential for fifty years. Being one of the most comfortable pieces around, it’s a suiting option for both beach days (paired with flip-flops and sunglasses) and black-tie events (if you opt for heels and shiny accessories).

As summer approaches, our craving for floor-sweeping frocks arises. It works for all body types, is easy to wear and the ultimate piece to pack when taking off to your summer destination of choice. Click through the listing below to shop – and celebrate – this summer’s standout maxi dresses from H&M.




STYLIST Marcus Söder | Link Details

DIRECTOR Max Larsson

MODEL Tandi Reason Dahl | Oui Management

HAIR Cim Mahony | Lalaland Artists

MAKEUP Trine Skjøt | Lund Lunda

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