I always approach the word "trend" with caution. Of course, a big part of my job is to present you with the most-noteworthy trends not just for the season, but whenever something of merit crops up. And that happens pretty frequently right now. But when it comes to the trends I personally want to buy into, they're always on the quiet side—simple trends that uphold the integrity of my pared-back wardrobe but that add that little extra something to my daily basics. And for 2024, it seems that H&M is following a similar trend trajectory.
Monikh wears a white H&M dress.
Looking at H&M's new-in section, it's clear to see the brand is approaching the new season with refinement. Yes, there are prints and colours peppered without the rows of product, but I'd say 90% of the pieces fall into the pared-back category. Because of this, H&M's trends for 2024 are a little harder to spot, all blending together to create a harmonious capsule as you scroll. However, when you look closely enough, patterns in product begin to emerge.
Below, I've outlined eight pieces that dominate H&M's new collection and, thus, serve as the affordable brand's biggest trends for 2024. Scroll on to see them.
8 TRENDS H&M IS BACKING FOR 2024
1. WHITE DRESSES
Style Notes: There's nothing more versatile than a white dress in summer. Dress them up or down for any occasion.
So many of our editors have their eye on this versatile white maxi.
The lace hem adds a pretty twist to this classic strappy dress.
You can never go wrong with a smock dress.
2. SLINGBACK SHOES
Style Notes: Slingback shoes are an easy way to make any outfit look more elegant. Wear with jeans, skirts and dresses alike this summer.
H&M's slingback heels look especially slick this season.
These look so high-end.
This pair also comes in white.
3. LOOSE-FIT JEANS
Style Notes: Skinny jeans ma have made a comeback this year, but a wider silhouette is a more timeless option that can be worn all year round.
I love this authentic '90s wash.
Dark denim is a key jeans trend this season.
I just know this lighter pair will fly.
4. A-Line Midi Skirts
Style Notes: A chic alternative to dresses, fashion people everywhere are opting for midi skirts with an a-line silhouette this summer.
This looks so much more expensive than £33.
Another great H&M item that has an equally classy white option.
If you're into broderie, this is the midi skirt for you.
5. BALLET FLATS
Style Notes: Ballet flats are shoes I opt for all year round but in the summer, I often wear them as an alternative to heels for more formal events.
This dusty pink pair is a sophisticated alternative to heels.
I saw so many people pick these up in store over the weekend.
Mesh ballet flats? Now a thing!
6. BIG GOLD EARRINGS
Style Notes: You don't have to spend loads on expensive-looking jewellery to elevate your outfits. H&M has some affordable earrings that can easily be mistaken for designer.
The perfect finishing touch to any look.
Wear with a high neckline for an elegant top and accessory pairing.
asymmetric jewellery is still going strong on the fashion circuit.
7. LINEN SHIRTS
Style Notes: We're big fans of H&M linen at Who What Wear UK. They offer affordable pieces that look so high-end and their linen shirt collection has definitely stood out as one to shop this summer.
Show me a better stripe linen shirt on the high street.
Black linen shirts are just as chic as their neutral counterparts.
This oversized style comes in so many colours and patterns.
8. DENIM JACKETS
Style Notes: An easy throw-on for those cooler summer days, denim jackets are a staple that you'll keep in your wardrobe for many years to come.
H&M has some of the best denim on the high street.
'90s wash denim having a major moment.
Keep things classic with a tie-belt coat.
