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.
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.
So many of our editors have their eye on this cashmere knit.
The buttons add a cool point of difference.
You can never go wrong with stripes.
These look so high-end.
This pair also comes in black.
H&M’s real-leather shoes look especially slick this season.
I love this authentic ’90s wash.
Dark denim is a key jeans trend this season.
I just know this beige pair will fly.
This looks so much more expensive than £28.
Another great H&M item that has an equally chic black option.
If you’re into minis, this is the draped dress for you.
The shearling collar is a sophisticated touch.
I saw so many people pick this up in store over the weekend.
Collared leather jackets? Now a thing!
The perfect finishing touch to any look.
Wear with a high neckline for an elegant top and accessory pairing.
Heart jewellery is still going strong on the fashion circuit.
Show me a better trench coat on the high street.
Black trench coats are just as chic as their camel counterparts.
This faux-leather style also comes in (yep, you guessed it) black.
Grey cardigans are having a major moment.
H&M has some of the best cashmere on the high street.
Keep things classic with a cable knit.