Being Swedish I have always had a soft spot for H&M – after all, along with ABBA and Ikea, it is arguably the country’s most famous export. While I do shop there in the colder months, it is in the summer that the store really comes into its own for me. When the sun is out I want clothes that are comfortable to wear and can be thrown into the washing machine on a 40 degree wash after a trip to the beach or picnic in the park. I don’t want to spend a fortune on pieces that will only be worn for three months of the year (if that, given the last couple of dismal summers we’ve had!).
It’s in the autumn/winter that I tend to buy my investment or ‘forever’ pieces – the perfect jumper in the softest cashmere or the pure wool coat that nips in at the waist just so – that come with a ‘daren’t quite look’ price tag and a dry clean only label. That’s not to say that I throw my H&M or other budget finds into the charity bag at the end of each season. Many of them become firm favourites which are brought out from the under the bed storage box where I keep all my summer clothes every year when the temperature soars. I have one white H&M skirt, bought in the summer of 2005 when Sienna Miller’s boho look was all the rage, that is still one of my favourite summer pieces.
This morning I visited my local branch and exited with four pretty and flattering dresses, with change left over from £30. The dress with crochet detailing was on special offer (£7, down from £12.99 which is not exactly expensive either) so I bought it in three colour ways as well as a grey T-shirt dress for £7.99. If that’s not good value I don’t know what is!