H&M: The Grey Concept

Just when we thought the Swedish fashion brand had reached the top of it’s game for the year, H&M has raised the bar – again – by offering up another killer collection. A contender for first place authority when it comes to fashion collaborations, they have an enviable record of designer and celebrity including Jimmy Choo, Anna Della Russo and David Beckham. Their latest campaign isn’t informed by a major designer, nor endorsed with a famous face, but is set to satisfy fashion cravings around the world (even after the Margiela hype dies down).

Cue, ‘The Grey Concept’. Described as a “fabulous fusion of dishevelled grunge, rock and garments to die for” that takes its inspiration from “youthful rebellion”. The collection delivers rough and ready style with a muted colour palette, awash with grey and black hues. Following the direction of Margiela, pieces come deconstructed in oversized draped silhouettes and combine a mix of materials, from leather to tweed – perfect for autumn layering. This new, edgy collection has an All Saints-meets-‘Girl with the Dragon Tattoo’ vibe, and promising to help you achieve a covetable off-duty model look, its androgyny lets you channel your inner Agyness Deyn. Team metal-heeled ankle boots with a heavy dose of layers, and a leather jacket to finish: a grungy sort of chic you wouldn’t expect of H&M.

More fitting with the brand is its price tag. The collection continues H&M’s student friendly appeal with prices proving much kinder to the bank balance than other high street competitors, with The Grey Concept’s pieces evading conceptual price tags. Tees from £7.99 and ankle boots for £29.99 have our eyes and accounts happy. Find The Grey Concept in stores now.

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