H&M Creative Director Pernilla Wohlfahrt calls this ”quiet dressing.”
”Clothes that don’t make a statement, but rather let the woman who wears them speak.”
She sat down with her design team to write a list of items every woman would want to have in her wardrobe. Modern, but not trendy, clothes made from the finest qualities they could imagine. The result is a collection of timeless pieces, comfortable and stylish enough to wear anytime-anywhere. The term ‘understated luxury’ comes to mind.
”We asked ourselves – what are the things we can’t live without? The round-neck cashmere sweater, the little black dress, the perfect denims…”