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Here at Who What Wear we advocate for somewhat of a high-low wardrobe. That means investing a little more in some pieces, for quality and timelessness, and then mixing these items in with more affordable high street winners that can wisely bolster your seasonal wardrobes.

When it comes to cult summer buys, H&M is one of the high street brands we often look to for these more timely purchases that surprise and delight with their affordable price points but expensive-looking designs. Each season (not just summer) the brand manages to come out with pieces that everyone from fashion insiders to celebs and people across the streets of London want to get their hands on. Cult buys don’t have to cost thousands, and today we’re here to dissect H&M’s summer offering and really dig down into the pieces that are worth buying. You know, the pieces that will dominate this season and you’ll be extremely jealous of if you see someone else wearing after it sold out in record speed. 

Keep scrolling and you’ll find our ultimate, bumper guide to shopping the unmissable items from H&M this summer.  We’ve scrolled through the hundreds of product pages and analysed the new-in sections, and come up with five categories we think you really shouldn’t miss. From creamy tones that will make you look rich to the 2023 take on the bodycon trend (don’t be afraid), you’ll find it all below. 

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