FASHION
On trend
BY TEMO MPODI
H & M South Africa’ s spokesperson, Lauren Hartzenberg, shares some behind-thescenes insights on what it takes to make sure the brand delivers the perfect garments for consumers.
WHAT MATTERS MOST WHEN FASHION BUYING FOR A WELL-LOVED BRAND? It’ s most important to be guided by our brand DNA. At H & M, we’ re all about offering great fashion and quality at the best price in a sustainable way. Are we developing an elevated, well-designed product? Will the price point be inclusive and accessible to our customers? And are the materials we’ re using being sourced in a sustainable, ethical way? If we can confidently answer yes to all those questions, that’ s the sweet spot.
HOW DO YOU IDENTIFY FUTURE TRENDS AND COLOURS? Inspiration for our upcoming seasons comes from extensive research gathered from trade fairs, travels, street style, music, film, art, exhibitions, and fashion history as well as using AI tools to see what is trending in digital media. In addition, our Fashion Intelligence team analyses insights to forecast our customers’ evolving aspirations, helping to guide our colleagues across product and assortment creation. This combination of cultural exploration, data, and forward-looking analysis ensures our collections feel both relevant and visionary.
WHAT’ S THE BEST TREND THIS WINTER? Patterns are definitely having a moment this A / W season. Think checks, argyles, and plaid, layered in creative ways for comfort and versatility. Our upcoming A / W collection really updates the glamorous spirit of the 70s by merging it with the rebellious streak of the 90s, offering a mix of elevated and everyday pieces that invite experimentation through layering and styling.
SOUNDS BOLD. HOW VITAL IS IT TO UNDERSTAND THE NEEDS OF A CUSTOMER? Understanding and anticipating the needs of our customer is fundamental; it informs every decision we make. Customer insight allows us to reduce the guesswork, enabling us to develop our product offering with intention and confidence. When you truly understand who you are designing for, you can create collections that are commercially strong while still emotionally engaging. IB
44 INBOUND SA / JUNE 2026