The seasons are always changing, and also the fashion of clothes. As the wheater gets colder, the style gets warmer in H&M’s stores. H&M is the biggest company of fashion in Sweden and have 1006 stores all over the world. This year they are planning to open 140 new stores. H&M was founded in Västerås, Sweden, n 1947 by Erling Persson. It all started with only clothes, but later they started to sale cosmetics too, heir own trademark.

You can also shop from H&M on mail order, but then we call it H&M Rowells fashion. And if you live in Sweden, inland, Denmark and Norway you can shop on the internet. They have about 100 own designers who work with 50 pattern designers, about 100 purchasers and some economists, nd together they create H&M’s clothes collection for women, men and kids. As you may think, H&M doesn’t own any factories, instead they work with almost 750 suppliers. Almost all roduction is in Europe

and the remaining is in Asia. They have 21 productions offices all over the world, 10 in Europe, 10 in Asia and 1 in Africa. Totally they have nearly 40 000 co-workers. Everybody works with the same philosophy: to give you fashion and quality to the best price.

Before it was important to follow the fashion and the fashion picture changed from season to season and last year’s closet became fast passé. This autumn when you’re talking trends and collections it isn’t the latest that you’re focusing on. This autumn it is more important to update you’re own style. Fashion is of course still swinging. Because the fashion reflects our time and its religion, politician, sports and culture. But it’s no longer unmasculin to be fashion interested. How can you in some other way have your own individual style? This season have women	became female on a classical way. An expression to that is to mixtailor tweed costume over a chiffon blouse with much flounces and rysh. Classical masculine has also been more studied and deliberately. For example a pastel colored wool sweater to slim slacks and over that a lumberjacket with shoddyfurcollar. For this autumn H&M: s design team has got the inspiration from the British Isles. The keyword for this style is contrasts. It’s about tailor and knit Victorian high-necked and lace. Vintage inspired with little pattern, chiffon, silk and velvet. And for men there	are especially corduroys, in all kind of colors. For men the colors are more limited then for women. For women it is short skirt, willingly checked model. Much colors and its not wrong to mix them how you like. You just can’t be wrong this season. Stretch tights in all colors and patterns you can imagine. It’s not that dressed, but also not undressed. The material is a little bit coarse, that fits the autumn really good. So go and get your style! länk-autumn fashion 2004 Sofie Ingelsson Linda Eriksson Stina Lundholm

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Author:Sofie Ingelsson(sp06-30@park.se), Linda Eriksson(sp06-06@park.se ) and Stina Lundholm(sp06-21@park.se).
HTML by: Joakim Stroem (te05-02@park.se).