5 Elegant and Joyful Colours H&M Is Backing for Summer 2024

published 19 July 2024

There’s a lot to celebrate when summer arrives. Lighter evenings, upcoming holidays abroad; and when it comes to my wardrobe, there’s a sudden injection of colour.

Whilst I would describe my personal aesthetic as wholly minimalist, with a background of green-washed parks, azure seas and yellow sunshine, summer is truly the time to embrace colour in all its forms. In celebration of the sunny days to come (seeing as the sunshine seems to have decided to return for a bit), I set myself the task of finding the trending colours of the season, and it turns out that H&M is primed with joy-filled and compliment-inducing shades to enhance my summer wardrobe for years to come.

Woman in blue top, woman in red dress, woman in brown dress, woman in green shirt

Colour sets the stage for the season, with autumn pinpointed by deep burgundies, spring synonymous with pastel shades and summer an opportunity to play with a spectrum of brights. As a key player in my wool-to-linen switchover when the first warm days arrived, as well as consistently featuring expensive-looking treasures, I turned to high-street hero H&M for a much-needed splash of colour. In doing so, I found myself particularly drawn to five shades.

Reflecting the clear skies and inviting seas, mixed shades of blue can be seen throughout the brand's summer collection. Colouring a range of dresses, tops and grown-up shorts, each piece can be pulled out at the arrival of every summer season and will still feel as contemporary as it does today. It should come as no surprise that fashion circles are still enthralled by vivid red shades, punctuating outfits by way of accessories or taking centre stage via dresses and elegant tops.

There are a few unexpected shades that have come to prominence this season too, like deep khaki hues that bring an understated elegance and cool-toned browns that act as a respite from classic black and still blend seamlessly with all our neutrals. Finally, classic summer whites feature in skirts, trousers and plenty more, bringing a lightness to our looks that we'll appreciate in early autumn, too.

Keep scrolling to explore the five shades H&M is celebrating this summer.

1. Mixed Blues

H&M

Crêpe Peplum Top

From the square neckline to the shirring, this top has plenty of elegant details.

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Denim Bermuda Shorts

The easiest way to add colour to your monochromatic mix is with denim. And for summer 2024, it's all about longer-length shorts.

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Tie-Detail Puff-Sleeved Dress

Style with sandals and a basket bag for daytime and take it into the evening with white mules and a simple shoulder bag.

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Linen-Blend Shirt

Linen continues to be a summertime hero, especially in this vibrant blue shade.

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Satin Scarf

Wear as a neckerchief, wrap around a bag handle or tie into your ponytail to bring a pop of colour to minimalist looks.

2. Bold Red

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Sleeveless Jersey Dress

If you're new to bold shades, look for an easy dress that only calls for simple accessories.

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Mesh Ballet Pumps

These contemporary flats are selling quickly.

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Wide Trousers

This striking pair of wide-leg trousers will certainly make an entrance.

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Smocked Bandeau Dress

Smocked detailing has been a big trend this summer, and it makes for the perfect fit on this bandeau dress.

H&M

Flared Shoulder Bag

If you told me this bag was three times the price, I'd believe you.

3. Summer Whites

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Tie-Detail Circular Skirt

With a simple tank, striking top or cool graphic T-shirt, this skirt will go with everything.

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Linen-Blend Tapered Trousers

I turn to linen trousers on repeat every summer.

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Bow-Detail Dress

Ready for special occasions now and well into the cooler months.

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Small Shoulder Bag

This has a distinctly designer feel to it.

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Short Jacket

On milder days, reach for this sophisticated layer.

4. Khaki Green

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Linen-Blend Shorts

H&M's linen-blend shorts are a best-selling piece.

H&M

Button-Front Broderie Anglaise Dress

Bring a boho edge to summer looks with this sleek broderie anglaise dress.

H&M

Wide Linen-Blend Trousers

This pair comes in a range of colours, but this deep green shade is particularly versatile.

H&M

Belted Midi Dress

Add to your workwear selection, off-duty rotation and holiday packing list.

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Oversized Linen Shirt

A great linen button-down is undeniably versatile, and this one is seriously affordable.

5. Deep Brown

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Smock-Detail Dress

Simple, understated and endlessly refined.

H&M

Linen-Blend Pull-On Shorts

A summer staple you can turn to year after year.

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Braided Sandals

I'm surprised these are still in stock.

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Flared Jersey Skirt

Skirts are big news this summer, especially in wafting maxi lengths.

H&M

Tie-Belt Kaftan Dress

Nothing says holiday-ready quite like a printed kaftan.

Explore More:

H&M

Florrie embarked on her fashion journey while studying French and History at university. Whilst studying in Aix-en-Provence, she began to write her dissertation on the history of fashion and the influence of Haute Couture, and landed her first role at Harper’s Bazaar. Following this, she interned for various publications including Elle, Grazia and Marie Claire before joining the fashion team at Conde Nast Traveller. There, she contributed to international photoshoots, styled pages and covers, and produced engaging digital content.

During a freelance period, Florrie honed her skills in editorial work in various digital and print publications including Vogue Italy and Departures magazine, as well as styling e-commerce photoshoots and personal shopping. Florrie actively pursues an in-depth understanding of fashion and jewellery, and after styling a jewellery cover shoot at Conde Nast Traveller chose to complete the De Beers Diamond Foundation course. Florrie first joined Who What Wear UK as a freelancer before becoming the Commerce Writer, blending both editorial and commercial content. Now, as the Acting Affiliates Editor, she monitors current trends, new-in styles, wardrobe heroes and how best to style them. In her downtime, Florrie can be found in her hometown of London, usually with a coffee in hand.