H&M LIFE

H&M Fashion

Summer essentials

The key to a successful wardrobe injection lies in the finer details.

Photos: Marcus Ohlsson
Styling: Naomi Itkes

1. The shorts
Tie-dye grows up to become ombré on these daring denim shorts.

2. The bag
A printed clutch is essential for that boho mix or classic chic.

3. The bikini
A cute contrast bow takes a simple bikini 
up a notch.

4. The sun hat
Part sun shield, but 
all fabulous – opt for a straw visor this summer.

5. The earrings
Long, dangly earrings 
will inject a little glam 
into any outfit.

6. The shoes
Shimmer day and night in these ankle-strap platform heels.

All clothes by H&M.

H&M Fashion

Dazzling brights

Sports, interesting cuts and shiny colour combos. Dress graphic for a sharp summer.

Photos: Camilla Åkrans
Styling: Clare Richardson

All clothes by H&M.

News

Luggage lessons

What do the fashion insiders take with them on holiday?

“My blue and white patterned Marni bathing suit and bikinis from We Are Handsome. Plus, flat sandals, pink sunglasses and Chanel sun block for my face.” – Hanneli Mustaparta, blogger and photographer

“I go half and half on loose, daytime summer dresses and tighter, slinkier dresses for evening. Plus, my favourite sandals, Brazilian-cut bikinis, Tom Ford sunglasses and high SPF cream.” – Tallulah Harlech, model and actress

“Eight books, organic 
sunscreen, four bikinis, shorts, a panama hat, two t-shirts, leather flip-flops – and a wetsuit!” – Gaia Repossi, jewellery designer

“Rivieras shoes in various shades of denim and mesh, and a couple of pairs of shorts and t-shirts. And kitschy printed shirts, which are 
perfect for resorts!” – Tommy Ton, street style photographer

“Tux jacket, white biker jacket, white jeans. Low scoop t-shirts. Scented candles and incense. My Chateau Marmont swimming trunks. And an extra hair brush for my daughter, Blue.” – Johan Lindeberg, creative director, BLK DNM

On Trend

Boho forever

In all its many variations, boho has become an eternal style, forever reinventing itself. What was once
 a look for the wealthy and privileged is now the essence of summer. But why? To find out, we need to go back to its roots.

Anyone scanning through the S/S 2012 collections could have been forgiven for feeling a sense of déjà vu. Bohemian style was back – there, in the pyjama-style shapes at Jonathan Saunders, Stella McCartney and Clements Ribeiro, and in the textures, embellishment and prints in collections from Valentino and Rodarte, where a fairytale inspiration led to beautifully romantic dresses. A global magpie way of dressing, meanwhile, could be seen in the layers of Haider Ackermann’s looks, paisleys at Jil Sander and Pucci, and the vibrant prints in collections such as Peter Pilotto’s, inspired by a holiday in Indonesia. Even Burberry Prorsum had a tribal edge – with designer Christopher Bailey using tribal prints, raffia and wrap shapes. Put all these themes together and what have you got? A bohemian style brew, once again.

Of course, in one way or another, we have seen it all before – this was like the return of an old, much-loved friend. Bohemian – or boho, for short – style has moved from the fringes to become a perennial, appearing again and again, each time the temperatures rise. It sums up summer in a way that little else in fashion does.

But for a classic to stay relevant, it has to reinvent itself. Right now, bohemian style works best when it’s given a bit of contrast. “I think it’s fun to wear a tribal-print dress with something ultra-modern like a simple white t-shirt,” says style journalist Lucie Greene. “Modern bohemian is more grown-up and cleaner in silhouette,” adds stylist Sara Hassan. “Keep it simple, and work a pattern clash elegantly, too.”

The new bohemian style mixes up different influences – from global traveller to vintage chic – to make a something-for-everyone amalgam. Once a luxury trend for the jet set, boho is now approachable. All you need is a little imagination. “We’ve moved beyond the Ibiza-infused boho style,” says Greene. “Summer’s boho look is much more urban and fresh. It’s incorporating tropical prints, tribal motifs and louche flowing shapes into looks but not in such a costume-y way.”

Indeed – and, for evidence, check out the girls wearing it now, and the different ways they do so. Valentine Fillol Cordier, a model, stylist and muse of designer Charles Anastase, has always refused to fit into a box, dressing in long layers and ancient brogues. Josephine de la Baume, with her mane of wild red hair and classic looks, brings a certain romance to the bohemian, while Lou Doillon mixes mannish tailoring with foxy looks.

While these women might make it onto moodboards of our style dreams now, they are, of course, referencing what came before. Bohemian icons have been around for over a century, enchanting us with style just a little outside the norm. Ranging from Vanessa Bell’s arts-and-crafts-influenced Bloomsbury look to the flapper party dresses of Zelda Fitzgerald, the Granny Takes A Trip girls of psychedelic 1960s London, and Stevie Nicks’ and Kate Bush’s soft-focus 1970s romance, as well as, more recently, Miller’s boho style, there’s lots to spark the imagination.

Loulou de la Falaise is another name to check. A muse for Yves Saint Laurent from the late 60s onwards, when she died late last year, The New Yorker dubbed her “the quintessential Rive Gauche haute bohémienne.”

Because it is as much about personality as any rulebook, infinite interpretations of how to be bohemian are possible. Put it this way: there’s no right or wrong, only your way… And what’s not to love about that?

An easy, breezy style is something we can all embrace – especially in the summer. Bohemian style now, you see, isn’t about the clichés; you could say it’s gone beyond that and back to the beginning. It’s about uniqueness, so make sure you avoid out-and-out copying. If a boho spirit is about anything, it’s being a real original and finding your own way, with only your style instincts to guide you. When Saint Laurent first met de la Falaise, he was entranced by the fact that she had reappropriated the metal band found on a restaurant tablecloth for a bracelet. Think of this the next time you’re getting dressed and have fun with what you wear. As Hassan says of de la Falaise, “she could have got dressed in the dark,” such was her flair and, indeed, fearlessness. Have a go at this trend and you might well find your own version of that classic bohemian style this summer.

Ways to wear it by H&M

Summer lovin’

Light and loose tops, maxi dresses and beachy hair all signal summer style.

1. To dye for
Tie-dye doesn’t have to be psychedelic all the time. Used minimally, it can look quite sophisticated, especially with a pair of tailored shorts.

2. Ode to ombré

Ombré is a huge trend this season – why not try it out with a pair of daring shorts? Pair with a loose top for maximum effect.

3. Denim duty
Toughen up a floaty maxi dress by layering a denim shirt underneath. Add embellished shoes and a scarf that doubles as a headband for extra oomph.

4. On the fringes

Get the haute hippie look with a fringe vest, but keep it modern with a pair of sturdy yet pretty wedges.

All clothes by H&M.

Style Insight

Free spirit

Add a dash of edgy rock ’n’ roll to your haute hippie look and you’ve got summer nailed.

The thought of summer just conjures up visions of floaty maxi dresses, statement sandals and loose waves in the hair, no? And with tie-dye, punchy colours and psychedelic prints at the fore this season, fashion is definitely having a haute hippie moment. But it’s not all about love beads, Woodstock and bell-bottoms. There’s a rock ‘n’ roll undercurrent to be considered, too. Think of tight denim jeans instead or throwing a well-worn leather jacket over the entire ensemble.

The Isabel Marant girl is the quintessential archetype – earthy and sexy. Her tie-dye jeans, peasant blouses and embroidered gilets were effortlessly mixed with micro mini-skirts, oversized biker jackets and holey tanks. DSquared2 channelled a Woodstock-cum-Glastonbury feel by sending out the models in halterneck maxi-dresses, cropped denim jackets and rubber boots down a mud-filled catwalk. Meanwhile, the trademark hippie looks normally found at Matthew Williamson, like long chiffon dresses and groovy prints, were toughened up with blazers or parkas.

And if we had to pick one style icon that encapsulates this trend, it would be Stevie Nicks. The singer-songwriter was a musical and fashionable force to reckon with, especially in the 70s, with her long blonde hair, chiffon skirts and penchant for fringed shawls. But she never looked girly – her 6-inch platform boots made sure of that. So take a page from Stevie and embrace the summer lovin’ for hippie style, adding a dose of rock ‘n’ roll rebellion for a look that looks totally now.

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H&M Life video

Beach boys and girls

With all things surf this season, world-renown photographer David Mushegain talks to some fellow Californian boys and girls about the lure of the ocean's waves.

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Personal Faves

According to its author, Jayne Min, “Stop it Right Now is a compilation of all things ridiculously good and ridiculously bad that pertain to fashion and lifestyle in my eyes.” An apparel designer and long time skateboard fan based in Los Angeles, Jayne’s tomboy twist on high and low fashion are chronicled in this light-hearted and brilliant blog. Check out her personal faves below!

1. Japanese Nail Art
I tend to dress monotone and boring most of the time so my nail art is my one constant loud accessory. They've become my signature look.

2. Tech gear
Working in a creative field and blogging in my spare time, I'm constantly surrounded by tech gadgets. What was once a begrudged necessity has become a hobby.

3. Black boots

I have a rule against buying more than one of something. Like I can't own two black skirts or two black blazers. But for some reason, I have this thing with black boots. They each do something subtly different for an outfit and they each serve a specific purpose.

4. Pups
Life would not be the same without these two faces (Kuma and Pepper) looking up at me every day. Kuma's down for Kanye!

5. Sandro Majestueux leopard print coat
My only two fashion weaknesses are black boots and outlandish coats. This is the most recent coat that I purchased in Berlin. I kept running into it so I figured it was fate trying to tell me something. It's important to listen to fate.

6. Candies iPhone skateboard case
A nod to my first true love – skateboarding. Totally impractical, but it pretty much sums me up.

7. Hermès Collier de Chien ring
I'm not a big jewellery or accessory girl, but this is my staple everyday ring. Plus it's sentimental.

H&M Fashion

LA Skate Girls

Unbelievably fly with incredible style. The skateboarder girls of 
Los Angeles head down to the city’s skate parks sporting a mix of boho, street and casual cool, making them today’s quintessential California girls.

Photos: David Mushegain

All clothes by H&M.

H&M Fashion

Holiday! Celebrate!

Tropical prints, Hollywood starlet, retro fits and modern cut-outs. This is how to do relaxed retro glamour this summer.

Photos: Camilla Åkrans
Styling: Clare Richardson
Model: Edita Vilkeviciute
Hair: Ali Pirzadeh
Make-up: Ignacio Alonso

All clothes by H&M.

Paparazzi Chic

Rock on

The rock t-shirt is a fiercely stylish addition to any celebrity wardrobe.

When our favourite celebs want to rock out style-wise, they naturally turn to the rock t-shirt! Whether it’s a souvenir from a concert or not, the key components are really a striking logo and soft as soft can be material. Worn underneath a leather jacket or a checked shirt – like Juliette Lewis and Agyness Deyn – you have a classic rock ‘n’ roll look that can be dressed up or down depending on the rest of your accessories. Or look to Rihanna, who puts an extra spin on the rock t-shirt by wearing hers with an oversized varsity jacket, thigh-high stockings and a headscarf. And if there’s anyone who can put sexy into these worn-in tees, it’s Rosie Huntington-Whiteley. Her American flag cropped and boxy tee not only showed off those famous abs, but also the softer side of the rock t-shirt. So which stylish star will you choose to channel with your tee?

On Trend

Word on the street

After years of being confined to the back section of style magazines, street photography now competes for the starring role during 
the fashion weeks. Industry insiders have become celebrities, and the clothes they are wearing turn into ‘must-haves’. So what’s next for street style?

Anna Dello Russo didn’t always change outfits five times a day during Paris Fashion Week, but she does now. Why? To keep the army of street style photographers who maintain her fame happy. This online phenomenon, which began with a few bloggers shooting stylish strangers, has snowballed into paparazzi madness. Editors arriving at the shows stop and pose at their own risk, knowing it could trigger an ugly stampede outside beautiful catwalk venues like the Jardins des Tuileries. All of a sudden, street style is an industry-changing business. No wonder there are hordes of photographers chasing stylists from their cars into the shows.

Yet, however much this feels like the next chapter for fashion, street style photography in itself is not a new phenomenon. Photographers were shooting what we wore on the street long before the internet. All through the 20th century, photographers such as Eugène Atget and Henri Cartier-Bresson would document people going about their normal lives. But it wasn’t until 1978 that street shots became relevant to fashion, thanks to octogenarian photographer Bill Cunningham, whose first pictures of stylish New Yorkers were published that year. In the 1980s the British trend bible i-D magazine started using full-length pictures of clubbers known as the “Straight Up”, making street style a natural part of a fashion magazine.

“I think the best street photography really hasn’t changed since the days of Bill Cunningham. Or even Cartier-Bresson,” says Scott Schuman, legendary creator of The Sartorialist, who regularly tops the best-dressed lists himself, and works for GQ and Vogue. “The personal vision they tried to communicate remains the same, what’s changed is the speed with which we can interact with the images. With iPhones everyone can be their own Cartier-Bresson.”

Today, street photography not only influences the content of magazines, it can raise the profile of people making them, too. Taking nothing away from her styling work, fashion editor Christine Centenera at Harper’s Bazaar in Australia probably wouldn’t be collaborating with Kanye West on his womenswear collections if she weren’t regularly snapped by influential bloggers like Garance Doré.

The reverse can work, too, with fashion insiders becoming better known not because they feature on street style blogs, but because they run one themselves. Chances are you know Tamu McPherson as the founder of her All The Pretty Birds blog, not as the fashion director of Grazia Italia. And being behind the famous Hanneli.com blog means Norwegian beauty Hanneli Mustaparta gets more modelling work now than she did as a full-time model.

Blogs have changed the way traditional 
magazines publish fashion, but street style itself 
has moved on, too, reinventing the street shot. 
Following on from originators like Scott 
Schuman – who always opts for quality over quantity, taking time to compose a great picture – the new names to watch bring a sharp editorial feel to the genre, which always tells a story about their subjects.

“I don’t really feel like a pure street style photographer myself, but more of a hybrid between fashion, street style and portraiture,” says Brooklyn-based Bill Gentle – aka Backyard Bill, one of the new-breed blogger-photographers reinventing the street shot by taking the intimate styles of Schuman and Doré to the next level. Gentle finds his subjects on the street, but photographs them in and around their homes or workplaces, focusing on how their lives and personal style are interlinked.

Continuing in this portrait-like direction are bloggers like Andrew Weir, who began shooting off-duty models “15 years ago, when there was really no place for it” for his Weir Diary site; and David McLean, whose Shot by Shooter blog features headshots of young Londoners in amazing outfits reflecting their eccentric personalities.

Another rising star is Maya Villiger. Her pictures on TurnedOut.tv are as much about personality as they are about fashion. “I think there is a real desire for honesty, which got a little lost as more blogs and street photographers came about,” she says. “The real pleasure of shooting and looking at street photography is when nothing is contrived or engineered. It’s just as it is with all its imperfections.”

It all points to the future of street style being about more than a tick list of designer labels and identikit paparazzi-style pictures of the usual suspects – taking us away from the ultra-flashy scene outside the fashion shows, and back to the grittiness of the street.

Ways to wear it by H&M

Athletic ambitions

Take your sporty basics – vests, tees and shorts – and layer them up with your trusty jeans and shirts for an eclectic streetwear vibe.

1. Bleached out
Take a soft, bleached out denim shirt and wear it with the brightest blue jeans you have for an electrifying contrast.

2. A good in-vest-ment
A grey marl vest with wide armholes is the perfect layering piece over your shirts instead of the usual under.

3. White on time
A crisp pair of white jeans is the perfect partner to sludgy greys and blacks.

4. Get shorty

You’re used to long-sleeved tees under vests, but for the most daring of you, try layering a pair of shorts over another pair.

5. The fine print

Let a striking digital print tee do all the talking by wearing it over a classic white shirt.

All clothes by H&M.

Style Insight

Gear up for summer

Sporty looks injected with a little irreverence goes a long way.

In menswear, sport is a constant source of inspiration. So this season, designers have dipped into the well and drawn out something a lot more laidback as opposed to being overly concerned with technical fabrics or construction. Think basic t-shirts, comfy gym shorts and vests with wide armholes. But with a slim fit all around and clever pairings with tailored items such as blazers or shirts, this is the ultimate in casual cool.

On the catwalk, look to Damir Doma especially – his trademark slouchy, layered looks were sharpened up this season when worn with well-cut, single-button blazers. Open-weave knits were also layered over sheer and subtly structured tunics and shorts. Meanwhile, Savile Row designer E. Tautz showed he could also ease up his formal tailoring. Traditional grey flannel trousers were gathered and elasticated at the ankle like sweatpants and paired with a simple white t-shirt that had a contrast patch pocket. And last, but not least, Givenchy always manages to incorporate sportswear into each collection, and this season’s multi-coloured bird of paradise prints against dazzling whites are sure to be a stand out.

Taking sporty looks and putting a stylish twist on them is rooted in the rebellious streak of the British music and fashion scene. From punks in 1970s London to the 90s Cool Britannia scene, up to the present with renewed confidence in the British fashion industry thanks to names like Phoebe Philo and Christopher Kane, irreverence runs through the cultural vein of the country. For how this all translates to everyday wear, check out Ways to Wear it by H&M.