5 Elegant and Joy-Inducing Shades H&M Is Backing for Summer

There’s a lot to celebrate when summer arrives. Lighter evenings, upcoming holidays abroad; and when it comes to my wardrobe, there’s a sudden injection of colour.
Whilst I would describe my personal aesthetic as wholly minimalist, with a background of green-washed parks, azure seas and yellow sunshine, summer is truly the time to embrace colour in all its forms. In celebration of the sunny days to come (seeing as the sunshine seems to have decided to return for a bit), I set myself the task of finding the trending colours of the season, and it turns out that H&M is primed with joy-filled and compliment-inducing shades to enhance my summer wardrobe for years to come.
Colour sets the stage for the season, with autumn pinpointed by deep burgundies, spring synonymous with pastel shades and summer an opportunity to play with a spectrum of brights. As a key player in my wool-to-linen switchover when the first warm days arrived, as well as consistently featuring expensive-looking treasures, I turned to high-street hero H&M for a much-needed splash of colour. In doing so, I found myself particularly drawn to five shades.
Reflecting the clear skies and inviting seas, mixed shades of blue can be seen throughout the brand's summer collection. Colouring a range of dresses, tops and grown-up shorts, each piece can be pulled out at the arrival of every summer season and will still feel as contemporary as it does today. It should come as no surprise that fashion circles are still enthralled by vivid red shades, punctuating outfits by way of accessories or taking centre stage via dresses and elegant tops.
There are a few unexpected shades that have come to prominence this season too, like deep khaki hues that bring an understated elegance and cool-toned browns that act as a respite from classic black and still blend seamlessly with all our neutrals. Finally, classic summer whites feature in skirts, trousers and plenty more, bringing a lightness to our looks that we'll appreciate in early autumn, too.
Keep scrolling to explore the five shades H&M is celebrating this summer.
1. Mixed Blues
The easiest way to add colour to your monochromatic mix is with denim. And for summer 2024, it's all about longer-length shorts.
Style with sandals and a basket bag for daytime and take it into the evening with white mules and a simple shoulder bag.
Wear as a neckerchief, wrap around a bag handle or tie into your ponytail to bring a pop of colour to minimalist looks.
2. Bold Red
If you're new to bold shades, look for an easy dress that only calls for simple accessories.
This striking pair of wide-leg trousers will certainly make an entrance.
3. Summer Whites
With a simple tank, striking top or cool graphic T-shirt, this skirt will go with everything.
I turn to linen trousers on repeat every summer.
4. Khaki Green
Bring a boho edge to summer looks with this sleek broderie anglaise dress.
Add to your workwear selection, off-duty rotation and holiday packing list.
5. Deep Brown

Florrie embarked on her fashion journey whilst studying in Aix-en-Provence, she began to write her dissertation on the history of fashion and landed her first role at Harper’s Bazaar. Following this, she interned for various publications including Elle, Grazia and Marie Claire before joining the fashion team at Conde Nast Traveller. There, she contributed to international photoshoots, styled pages and covers, and produced engaging digital content. Over eight years of fashion industry experience, Florrie has honed her skills from styling e-commerce photoshoots to personal shopping. Florrie first joinedBest Knockoff Luxury Clothing UK as a freelancer before becoming the Commerce Writer. Now, as the Shopping Editor, she monitors current trends, new-in styles, wardrobe heroes and how best to style them.
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