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Back to LondonH&M Group's elevated line. Architectural clothes at democratic prices, with store design that matches the minimalist aesthetic.
Modern basics and interesting shapes. The homeware line (COS x HAY) is excellent; the architecture of stores is consistently considered.
The collaborations (Hay, etc.) sell out quickly. The archive pop-ups offer previous seasons at discount.
Design-conscious professionals, minimalists, accessible fashion seekers
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