This Is H&M's Most Expensive-Looking Dress

last updated 13 December 2023

The second I saw this red dress on my favorite Scandi fashion journalist, Josephine Aarkrogh, I knew I had to have it. I was willing to pay top dollar for the divinely draped specimen. Imagine my surprise, then, when I learned that it was actually from H&M and clocks in at $99. I could've sworn it was quadruple the price.

The dress is part of the H&M Studio Holiday Capsule, which is chock-full of fun pieces for the festive season. "Timeless dressing and an enduring sense of sophistication define the [capsule collection]," Ann-Sofie Johansson, head of design womenswear at H&M, said in a press release. "We wanted to play around with corsetry, but also revitalize favorite styles like the bias-cut slip dress and the sculptural blazer, all in enduring fabrics that age beautifully and will delight and excite for years to come." Scroll down to shop my favorite red dress from H&M.

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Shop the Dress

H&M

Shawl-Detail Jersey Dress

You can wear the cape tossed over your shoulders or front and center like Josephine.

Shop the H&M Studio Holiday Capsule Collection

H&M

Sequined One-Shoulder Dress

My ideal party dress.

H&M

Sparkling Stone-Embellished Short Necklace

This necklace is guaranteed to earn compliments.

H&M

Sheer Corset-Style Dress

Meet your new favorite LBD.

H&M

Draped Silk Blouse

Pretty in pink.

H&M

Train-Detail Gathered Mini Skirt

Hurry: This beautiful skirt is selling quickly.

H&M

Sequined Bustier Top

It's not the holiday season without a touch of sparkle.

H&M

Silk-Blend Halterneck Dress

This is giving me Meghan Markle vibes.

H&M

Rhinestone-Embellished Clip Earrings

This $40 price tag is incredibly tempting.

H&M

Lace Maxi Dress

Wearing this, you're sure to be the best dressed guest in any room.

H&M

Voluminous Tulle Dress

Recognize this? Suki Waterhouse just wore it to the Fashion Awards in London.

H&M

Sheer Beaded Dress

Another festive find.

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Erin got her start as a Who What Wear intern over 14 years ago—back when the site only published a single story per day. (Who What Wear has since increased that number twentyfold.) She graduated magna cum laude from USC, which is how she ended up moving to Los Angeles from her hometown of San Diego. In college, she also interned at Refinery29, where she was promoted to editorial assistant and then assistant editor. After nearly three years at R29, she came back to WWW in 2016, where she currently holds the title of Associate Director of Fashion News (as well as the unofficial title of resident royal expert—in case you haven't noticed her numerous Kate and Meghan stories). She spends her days trying to incorporate her idols, Anna Wintour and Roger Federer, into as many stories as possible.