A High-Street Collection That Hits Differently
Fashion
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A High-Street Collection That Hits Differently

Fewer pieces, premium fabrics, timeless designs – H&M Atelier is H&M refined. We spoke with its designer, Ana Hernandez, about styling for autumn/winter and some of the key pieces from a new collection that’s defined by drapey silhouettes…

All products on this page have been selected by our editorial team, however we may make commission on some products.

What’s the ambition for the Atelier collection as a whole, Ana? 

It’s a capsule label for the fashion-aspiring man. There is a need for menswear that combines current fashion with down-to-the-detail craftsmanship and quality, so we offer pieces with intriguing fibres, tactility and texture, meticulously crafted through a progressive lens. 

How do you choose the styles you’re going to focus on? 

We work with full looks to create the totality of the collection. I love a balance of everyday and sartorial codes, and the inspiration for this season is rooted in contrasting elements: workwear/utility and classic tailoring, as well as juxtaposed qualities like supple velvet and heavy-washed canvas and dry wool. 

Tell us more about that inspiration – where do you find it?

We travel a lot, and take our main inspiration from how people actually dress on the streets. For this season, we went to Tokyo and Paris, as well as revisiting our archive for in-depth vintage inspiration. 

There’s a lovely drapiness to the new collection. Any tips for wearing looser clothes without making them look too baggy? 

The fabrications on our loose fit and baggier styles are quite sturdy and dense – both denim and cottons will stay and hold shape. Proportions are important when wearing those styles, so the fit you wear on top is important. Slim (like our Baby tee) creates a balanced look. 

What are the three key pieces to know? 

The wool long coat in brown, the pinstripe/herringbone single-breasted blazer, and the workwear-informed cotton pant with a large fold-up.

Where do you think a newcomer should start with the collection?

Our bootcut slack in black. It’s very flattering in the fit and not extreme. Style it with a knitted hoodie for an everyday look, or a pinstripe blazer for a more directional look. 

Finally, Ana, one piece of styling advice for men going into Autumn/Winter? 

A/W is so much about layering and silhouette. Changing the silhouette of one or two key garments in your wardrobe can amplify your full look. 

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All products on this page have been selected by our editorial team, however we may make commission on some products.

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