“This is a very exciting concept with a much higher fashion level,” says Ann-Sofie Johansson, H&M’s head of design. “Men have become more into fashion and more daring when it comes to details and silhouettes which is great to see.”
The capsule collection goes from jumpsuits, fake fur coats to pieces where clever design is pushed to the limit. H&M wants to offer its customer’s choice, presenting tailoring, casual wear and more flamboyant heck suits with wide lapels. Trouser styles include key shapes from cropped and skinny to boot cut.
Checks will be the casual statement according to H&M, alongside big knits and more conceptional creations where H&M designers turn up the volume, transforming cardigans into outerwear and making an oversize scarf the centre piece of an outfit. Also, accessories will be a big part in H&M’s menswear range. The new men collection will be available in Austria, Belgium, Canada, Hong Kong, Denmark, France, Germany, Italy, Japan, The Netherlands, Spain, Sweden, Switzerland, United Kingdom and United States.
Founded in Sweden in 1947, H&M is an international fashion brand offering different concepts for women, men, teenagers, children and cosmetics. The company’s clothing collections are created by its own designers, pattern makers and buyers. H&M has more than 68,000 employees and around 1,500 stores in 28 countries.
