“Many brands break down their product offering into different categories, and H&M is no different,” explains Who What Wear affiliate editor, Emily Dawes. “At H&M, you have Studio, often in collaboration with another designer, which is a capsule edit of more premium pieces. Then, there’s the mainline H&M collection, which, if you look at the garment itself, has a beige label. Finally, there’s Divided, its category aimed at a younger demographic. With lower price points, I tend to avoid Divided pieces, as I find them to be of lesser quality than the other categories. This is something you only discover after a long time spent shopping at the brand.”
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