H&M restructures sizing, expands size range

H&M is poised to overhaul its sizing system, and the changes are making way for a greater range of sizes.

According to Glamour, a spokesperson for the brand explained that “H&M in the USA will be updating their sizing structure for ladies’ customer starting with new summer and fall 2018 products.” And this new sizing will affect customers in more ways than one.

For example, Glamour says shoppers should anticipate wearing one numerical size smaller than their usual size in the store, something they plan to make known to their customers by placing explanatory tags on items that would be affected by the changes. Also coming on the heels of this update is an extended size range, which Glamour reports will now span from 0 to 26.

While the changes are new to the U.S., they originated across the pond. Glamour says that size updates were first reported in the U.K. last month, in which “an H&M spokesperson announced that the brand was ‘taking the steps to change our womenswear measurements to be in line with [standard] UK sizing,’ according to the BBC,” something that followed months of customer complaints about inconsistent sizing.

Now that the changes are hitting North America, hopefully this marks the beginning of truer sizing and better fit.

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H&M unveils wedding shop, recreates royal gown

There’s a first for everything, and for H&M, their ‘first’ came with the launch of their wedding shop.

According to InStyle, the global fashion retailer has unveiled their very first wedding shop, and with it comes dozens of styles for everyone from the bride to the wedding guests. Featuring long and short lace dresses, adorable flower girl looks and pleated numbers, the line certainly offers an array of styles fit for any wedding.

However, InStyle points out that the line’s centerpiece happens to be a gown that looks almost exactly like Kate Middleton’s Alexander McQueen wedding gown, replicating the look’s lace sleeves, sweetheart neckline and A-line skirt — the only things missing, InStyle reports, are the “9-foot train and the hefty price tag.”

How much would H&M’s Kate Middleton dupe set you back? Try $250, as opposed to the real deal’s rumored $434,000.

That’s all the reason you need to rush over to H&M’s site to view the introductory styles from their new wedding collection.

Click here to view more.

H&M to launch affordable luxury brand

The words “affordable” and “luxury” hardly ever appear in the same sentence, but H&M is about to make this seemingly impossible combination a reality.

According to ELLE, the retailer is set to unveil an affordable luxury brand called “Nyden” that’s specifically targeted to millennial shoppers. Combing two Swedish words meaning “new” and “it,” ELLE reports that the line will “not follow trends, nor will it follow the traditional fashion calendar,” dropping new products on a limited basis and with varying price points.

Heading up the new brand will be Oscar Olsson, who ELLE says has been with H&M since 2013, most recently serving as head of their Innovation Lab that researched fashion’s future and the means by which people will shop in years to come.

With a specific rollout and pricing system, it should also come as no surprise that Olsson has a specific customer base in mind for Nyden: the “Netocrat.” ELLE says Olsson defined the term to New York Magazine as a shopper that is “more sensitive than ever to credibility, authenticity, and personality,” not to mention “exploitation of themselves or other people.”

So when is this new brand supposed to debut? ELLE reports that it will make its arrival in early 2018 and will only be sold “exclusively and via pop-up events.”

Minaj starts in new H&M campaign

What could possibly make the holiday season more magical? Perhaps Nicki Minaj as a fairy in a new campaign for H&M will do the trick.

According to ELLE, the rapper takes center stage in the retailer’s holiday campaign film, which debuts on Nov. 28. The video “details the story of a little girl hunting down Santa Claus’ evil brother in order to save the holidays,” says ELLE, where Minaj plays the mother of the girl and magical fairy named Wisest Thingy.

ELLE reports that the film also shows off H&M’s new holiday styles, which went on sale in stores and online Nov. 9. While the campaign is a way to promote their latest designs, for Minaj, the story of the film is equally important.

“I love the film’s overall empowering message,” she said. “I love seeing this young girl become the champion that lives in all of us. There’s always magic in the air during the Holidays.”

Be sure to check out the film when it drops on hm.com on Nov. 28.

H&M partners with Erdem in new collaboration

High fashion is getting a little more accessible, thanks to H&M’s latest collaboration with Erdem.

According to ELLE, the “London-based designer Erdem Moralıoğlu is bringing his romantic silhouettes and prints to the fast-fashion retailer with new women’s apparel and his first-ever menswear collection,” all while infusing the line with motifs from his most popular design collections.

Helping to provide direction for the campaign is Baz Luhrmann, says ELLE, who has already directed a short teaser for the forthcoming collaboration.

Ready for these new styles to hit your favorite retailer?  ELLE says the Erdem X H&M collaboration will debut on Nov. 2 at select H&M stores and on hm.com.

H&M to offer new retail brand

H&M is about to deliver a new retail brand that’s sure to find a place in your heart.

According to Glamour, the global retailer will soon launch “Arket,” a clothing brand that attempts to “hygge, the Scandinavian obsession with all things cozy, directly to your shopping experience.”

Business of Fashion reports that the new brand will offer men’s, women’s and children’s clothing as well as homewares. Stores will sell both Arket’s products, brands beyond the ownership of H&M and even cafés, reports Glamour, while products will cost a little more than average H&M products.

With the first location opening in London later this year, creative director Ulrika Bernhardtz told Business of Fashion that Arket’s signature style will be one of timelessness, reports Glamour.

“The brand DNA is timeless, crisp, quality, and warmth. Timeless is style beyond trend. And crisp is the counterpart to that: to be always relevant, modern and fresh,” she said. “Quality is not only the feel of garments; it’s also how they are produced. Warmth is about being genuine and personal.”

H&M ‘Closes the Loop’

H&M is known for their modern, street-style aesthetic along with their affordable collaborations with high-fashion designers. And now, the retailer can add something else to its name — they are the first to feature a muslim model in their latest fashion campaign.

According to Marie Claire, H&M has placed hijab-wearing model Mariah Idrissi at the forefront of their “Close the Loop” campaign, which also features Iggy Pop and size-26 model Tess Holliday along with “an amputee model, transgender model and group of Sikh men.” However, Idrissi has caused quite a buzz with her appearance in the campaign.

Marie Claire says that Idrissi spoke about her role in the campaign to Fusion, explaining that she isn’t sure why she has garnered such attention for her part in the initiative. Venturing to explain the attention over her ads, she said, “It might be because hijab fashion has boomed in the last few years and to finally see a hijabi [a woman who wears a hijab] in mainstream fashion is a big achievement.”

The 23-year-old Idrissi started wearing a hijba at the age of 17, and asked her parents for permission to star in the ad, in which she worked with mostly female staff members.

However, Marie Claire reports that Idrissi found the H&M staff to be accommodating to her during the shoot, telling Fusion that the staff was very respectful. “If the cameramen noticed something not quite right, they would call a woman over to fix me, it was sweet,” she explained to Fusion. “One of the watches was dangling in the wrong way, and rather than just twisting it on my wrist, the cameraman asked a woman to come over. It just showed that little bit of respect.”

And we’re certainly glad it all worked out. So thank you, H&M and Mariah Idrissi, for showing us that beauty and fashion are not reserved for the mainstream.