Fashion

H&M just launched the most beautiful (and sustainable!) floral collection in time for stores re-opening


While the British weather may not be treating us to a feel-good spring day, not even a dusting of April snow(!) could dampen spirits for those of us in England and Wales as we hit another milestone on the roadmap out of lockdown.

But while pub gardens and hair salons are no doubt top of your must-visit list, there’s a certain type of sartorial satisfaction that just can’t be achieved from online shopping alone, rendering the re-opening of non-essential shops today very welcome news. A browse of the high street rails (very little ‘thumbing through’ and a lot of face masks and hand sanitiser though, please) after a fresh blow dry before you head off for dinner next to a patio heater – has anything ever sounded more blissful?

In appropriately celebratory style, H&M has today launched a brand new collection. The most joyful, spring-like edit you could dream of, we’re talking florals galore splashed across summer dresses, two-piece sets and playsuits that will be wardrobe staples for years to come.

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Created by the brand’s in-house print designers – who also star in the accompanying campaign – there’s nothing predictable about these florals. In fact, we’d go as far as to say even Miranda Priestly would swoon over these ‘groundbreaking’ designs.

Feminine and contemporary in equal measure, these are delicate, almost abstract smatterings of floral foliage that feel more reminiscent of a refreshing spring meadow than their typically punchier full-bloom counterparts.

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But it’s not just the beautiful print-work that sets these pieces apart from other ‘florals for spring’, with clever smocking, petal-like wraparound details and voluminous balloon sleeves mirroring the shape and form of some of our favourite flowers.

As if the H&M team had a preview of this season’s bizarre weather, the full range of sleeve-styles provide a wealth of options featuring everything from spaghetti straps and tube tops to full-length cinched wrists.


The collection also gives a major nod to sustainability with the majority of pieces having been made from 100% organic cotton or a linen-mix.

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Shop the collection in store from today or scroll down to snap up the pieces right now (and save when you do with these H&M discount codes)…



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