Looking at products (and product data) all day, every day has a way of teaching you things about consumer behavior. I joke that I'm psychic about what people will want to buy, but I know that it's all educated assumptions based on years of research and analysis (maybe a little bit of skill and good taste, too). And it comes in handy, especially when I'm tasked with predicting what pieces from a new drop will sell out first, allowing me to A) add pieces to my wardrobe that others who procrastinate will be too late to score, and B) share with others who also crave that winning feeling that comes with a great find.
Sharing the wealth is exactly what spurred me to write this story, which is all about the 40 H&M items I discovered this week that I knew immediately had major star power. My editor senses were tingling while the voice in my head that's responsible for my overflowing closet screamed, "Buy them! They won't last!" Of course, I can't act on every shopping whim (then I'd really have no room in my apartment), but I figured if I can't buy them, you all should.
Below, check out the 40 H&M items I'm convinced will go viral and sell out in no time, from brand-new flats to easy cream jeans and really good jackets you'll wear again and again this fall. Enjoy.
The 10 best items at H&M:
The A-line skirt trend until this point has mostly consisted of midi and tea lengths, but this mini alternative is convincing me to expand my horizons.
Any H&M mesh flats that drop are immediately on the verge of selling out.
Any wide-leg H&M releases seem to out in a matter of days. It's actually kind of crazy.
Why buy a $200-to-$500 belt when you can get this beauty for less than $20?
This jacket might be simple, but the best pieces usually are.
When I tell you that my jaw dropped after spotting this bag, I'm not kidding. It's genuinely perfect.
This simple pair of under-$100 black leather ballet flats doesn't stand a chance against H&M's most loyal customers. They're going to eat them right up.
This is no ordinary cardigan.
I feel like every cool pair of jeans I've seen this summer features one of these tie belts. It's such a subtle detail, but it makes a huge difference.
If a work bag is at the top of your wish list, you've come to the right place. This one's equal parts chic and practical, and really, what more could you ask for?
Shop more can't-miss H&M items:
This easy bandeau dress will come in handy every time you don't know what to wear. Change it up by throwing a sweater around your waist, adding a chain belt, or topping the dress off with a linen button-down shirt. You can even fold it a couple of times to create a tube top or miniskirt.
Stop spending ridiculous amounts of money on fashion jewelry. It's not worth it when H&M has shapes like this for $10.
A cool way to wear a on-shoulder shirt.
Wow, I wish I could overnight these to my house for my flight from NYC to London this week.
Trust me, I'll be stocking up on these, shopping ban or not.
I was never really a big suede person, but the styles I'm seeing this season are too good to pass up.
Any time a sporty top comes in white-and-black, I need to know about it.
Say yes to sheer pieces this summer.
You can't tell, but this top is silver, sheer, and shimmery (three traits of a perfect going-out top).
How gorgeous is this cropped trench, that comes in four different shades? It's simply lovely in every way.
Call me basic, but I'll always say yes to a classic trench coat. When an item is perfect, why change it?
Fashion people know the power of a cool animal-print accessory. It'll make even the simplest of outfits look intentional and chic.
These feel very designer without the price tag. Sold.
These beauties have Chanel vibes written all over them.
I needed this bag on my shoulder like yesterday.
An easy button-down is as essential to me at any time of year.
A classic cardigran like this has no option but to sell out.
A sheer tee for $8? Say less.
For just the essentials.
The gold buttons really add value to this otherwise simple, structured jacket.
This necklace has "rich" written all over it.
No tucking required.
There are no ifs, ands, or buts about it—this dress is pure elegance.
Big, '80s-inspired earrings are my kryptonite.
A simple pick that'll get tons of wear.
No notes.
Loafers for fall? Big shocker there.
Beyond gorgeous.
If it's a crewneck cardigan, I probably already have it in my cart.
A gorgeous choice. Nice job.
This story was published at an earlier date and has since been updated.
-
The 29 Most-Wanted Luxury Buys of Summer 2025, PeriodFrom jelly sandals to Burberry bikinis.
-
Linen Who? This Even More Effortless Trend Just Entered the ChatMeet the most wearable trend of the summer.
-
Your June Shopping List Is Here: 10 Items to Prioritize Over Everything ElseSummer wardrobe secured.
-
From Denim to White T-Shirts—These Are the Specific Brands I Source My Basics FromWhen you've tried them all, you know what's good.
-
35 Incredibly Chic Finds I Immediately Shared With My Fashion-Editor Friends When I Found ThemThey're so good I want them all.
-
Stylish Women in Marseille and Cadaqués Swap Out Their Cashmere Sweaters for This Breezier Alt Every SummerVintage J.Crew coded.
-
Don't Say You Never Knew—These 32 ElevatedReplica Store Basics Are a Steal During the Half-Yearly SaleDon't mind if I do.
-
I'll Know You Have Good Taste If These 30 New Arrivals Are Already in Your Shopping CartA little summer wardrobe update.
