If You Buy Anything From H&M in This Colour, It's Guaranteed to Look Expensive

Call it magic.

At the moment, H&M holds two worlds that are colliding. On the one hand, you have a Moschino collaboration landing on 8 November (it will be chock-full of fun pieces covered in the Italian design house's signature logos, gaudy bling and cartoonish motifs), and on the other, there's a rather businessy edit that's offering up very calm, neutral, expensive-looking alternatives.

That being said, I've noticed recently that everything I'd like to buy from H&M is either brown or tan. Also, all of the items I stop to look at on other people's Instagram accounts fall within the same colour palette.

Perhaps this should be no great surprise. When it comes to buying pieces from the high street that last as long as possible, I have two rules I try to follow. First, I try not to buy prints (they can date quicker than anything plain). Second, the Who What Wear team have long exalted the virtues of buying camel tones, so I usually try to buy pieces within this colour scheme. Why? Well, they're inherently sophisticated no matter the season or the trends at play. Right now, because this spectrum is on trend and in season, you've got a good opportunity to stock up on the kind of affordable, long-lasting items that I reckon you'd be able to still crack out in five years time and be proud to wear.

So with that in mind, look at the most elevated H&M shopping pieces below—all from the brand's (probably) 50 shades of brown on offer.

Lindabought the coat we're so annoyed with ourselves for not getting. This chocolate-brown faux-fur style came into H&M way before the weather turned and sold out so fast. Boo.
Ellie's mustard H&M sweater has all the hallmarks of an autumnal classic.
Honestly, you can never go wrong with a camel coat. Even the cheaper ones can still look so luxe like Isabella's here.
You're in luck, pals. Alicia's awesome teddybear coat is still available at H&M (and shoppable below).
Maryam's printed skirt is another H&M winner, being as useful for winter as it will be next summer.
Still available in a few sizes—act fast.
A "wear everyday" kind of knit.
We have an uncontrollable urge to stroke this.
Come to mama.
Just look at that fabulous belt.
Such a luxurious shade of chestnut.
The ideal cold-day saviour.
A little dash of cream in the mix works well too.
H&M are good at slinky knits.
Very Hadid sisters.
The ultimate partner to a camel coat.
It's the jacket that Emma Thatcher made us really want.
Cardigans have definitely got their "cool" factor back.
A classy kind of puffer.
It's the ankle detailing that sets these apart.
Imagine this with big gold earrings.
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