Looking at products (and product data) all day every day has a way of teaching you things about consumer behaviour. I joke that I’m psychic about what people will want to buy, but really, 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 1.) add pieces to my wardrobe that others who procrastinate will be too late to score and 2.) share the wealth with others who also crave that winning feeling that comes with a great shopping find.
Sharing the wealth is exactly what spurred me to write this story, which is all about the 11 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 11 sophisticated H&M items I’m convinced will go viral and sell out by August, from brand-new mesh flats that look just like The Row’s glove version to easy linen trousers you’ll wear again and again from now until autumn. Enjoy.
The 11 Best Items at H&M:
H&M
Flared Cotton Mini Skirt
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.
H&M
Mesh Ballet Flats
These The Row–esque mesh flats must have arrived today because they’d be sold out already if not.
H&M
Linen-Blend Trousers
Every linen item that H&M releases sells out in a matter of days. It’s actually kind of crazy.
H&M
Narrow Belt
Why buy a £200-to-£500 belt when you can get this beauty for less than £15?
H&M
Jersey One-Shoulder Dress
This jersey LBD might be simple, but the best pieces sometimes are. The fitted silhouette and one-shoulder detailing give it a sleek touch and create a perfect blank canvas for your accessories to shine.
H&M
Slouchy Bag
When I tell you that my jaw dropped after spotting this beige leather-look bag with gold hardware, I’m not kidding. It’s genuinely perfect.
H&M
Pointed Slingbacks
This simple pair of pointy slingbacks doesn’t stand a chance against H&M’s most loyal customers. They’re going to eat them right up, probably buying at least one pair in both color options.
H&M
Cowl-Neck Camisole Top
This is no ordinary black tank top. The cowl neck and luxe fabric take it to a whole new level.
H&M
Super Baggy Low Jeans
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.
H&M
Draped One-Shoulder Top
A cool new way to wear a poplin shirt.
H&M
Strap-Detail Shopper
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:
H&M
Rib-Knit Bandeau Dress
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.
H&M
Triangular Stud Earrings
Stop spending ridiculous amounts of money on fashion jewellery. It’s not worth it when H&M has shapes like this for £10.
H&M
Linen-Blend Trousers
Wow, I wish I could overnight these to my house for my flight from NYC to London this week.
H&M
Tote Bag
This canvas tote could easily be 10 times the price. It’s so luxe.
H&M
Linen-Blend Shirt
Trust me, I’ll be stocking up on these, shopping ban or not.
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Crochet-Look Beach Shorts
I was never really a big crochet person, but the styles I’m seeing this season are too good to pass up.
H&M
Padded Triangle Bikini Top
Any time a bikini comes with contrast white-and-black details like this, I’m going to buy it. It just makes any suit look way pricier and more luxurious.
Shop the matching Brazilian Bikini Bottoms (£10).
H&M
Sheer Maxi Skirt
Say yes to sheer pieces this summer.
H&M
Twist-Detail Crinkled Satin Dress
How gorgeous is this light-blue colour, not to mention the subtle crinkles and twist-detail straps? It’s simply lovely in every way.
H&M
Twill Trench Coat
Call me basic, but I’ll always say yes to a classic trench coat. When an item is perfect, why change it?
H&M
V-Neck Dress
The gold hardware on the shoulders of this dress make it feel very Bottega Veneta without the price tag. Sold.
H&M
Block-Heeled Slingbacks
These beauties have Chanel vibes written all over them.
H&M
Bucket Bag
I needed this bag on my shoulder like yesterday.
H&M
Oxford Shirt
An easy button-down is as essential to me in the summer as white linen trousers or strappy sandals.
H&M
Smocked-Bodice Dress
A pretty white frock like this has no option but to sell out.
H&M
Ribbed T-Shirt
A staple piece in any jersey collection.
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Flared Jersey Skirt
I’ll 100% be buying this long jersey skirt to wear with my new mesh flats.
H&M
Buckle-Detail Dress Trousers
This color has “rich” written all over it.
H&M
Open-Shoulder Thong Bodysuit
No tucking required.
H&M
Jacquard-Weave Dress
There are no ifs, ands, or buts about it—this dress is pure elegance.
H&M
Asymmetric Earrings
Big, ’80s-inspired earrings are my kryptonite.
H&M
Loose-Fit Blouse
A simple pick that’ll get tons of wear.
H&M
Coated Bermuda Shorts
Bermuda shorts are everywhere this summer. Get in on the trend with this affordable and ultra-cool coated pair.
H&M
Scoop-Neck Sweater
Stripes for summer? Big shocker there.
H&M
Cord Necklace
Oh, this collar is beyond gorgeous.
H&M
Off-The-Shoulder Jersey Top
If it’s off-the-shoulder, I probably already have it in my cart.
H&M
Pleated Skirt
A gorgeous choice. Nice job.
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