H&M has long been my go to high street destination when I’m searching for expensive-looking, on-trend buys for more affordable prices. I always find the brand is particularly strong at the beginning of a new season, when its most stylish, design-led pieces are released (before they all sell out), and autumn is arguably the brand’s strongest season of all. H&M does many things well, but in my expert opinion, it’s their wide-leg trousers, knitwear, boots and coats that make for the smartest investments. 

So, as we launch head first into September and the new autumn season, I thought I’d challenge myself to create four easy but chic outfits compiled entirely from H&M’s new autumn edit. Here at Who What Wear, we usually advocate for a mix of brands, a mix of price points and a mix of new and old pieces in an outfit—to make it work for you and your wardrobe, and to make it as enduring as possible. The below looks, however, act both as a proof that you don’t have to spend thousands to look polished for the new season, and as inspiration for you to “shop” similar pieces from your existing wardrobe. That’s why I’ve tried to keep them all as classic as possible, weaving in some key autumn 2023 trends to keep them feeling modern and fresh at the same time. 

Keep scrolling to see and shop the four H&M autumn outfits I’ve assembled… 


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