H&M’s latest style chapter swaps polish for patina. In this “Rugged Luxe” edit, downtown backstreets become the backdrop for a wardrobe soaked in nostalgia—baggy denim, layered tanks, slouchy resort shirts, and printed tees that recall roadside Americana.
H&M “Rugged Luxe” Edit
There’s an air of Seoul noir in the muted tones, styled like a film still from a late-90s coming-of-age flick. Looks build off contrasts: wide-leg jeans graze the pavement alongside crochet-knit shirts, while graphic tanks channel vintage sportswear through a sun-drenched, slightly post-grunge filter.
What defines H&M’s lineup isn’t excess—it’s ease. Garments are intentionally oversized, worn with chain necklaces, socks pulled high, and slippers or slides that lend a deliberate shrug. Denim shorts fall below the knee, raw and roomy.
Shirts, whether seersucker, mesh, or checked, are left open, layered over tanks and tucked into frayed waistlines. It’s the kind of styling that feels thrown on with thought—like a lookbook of pieces rediscovered in the back of a closet, stitched together with street grit and garage-band confidence.
This lineup draws a line from H&M’s recent linen edit—tailored silhouettes, cool-to-the-touch fabric—to something looser, rougher, more lived-in. If that linen drop hinted at Riviera leisure, this one answers with a city-dweller’s resistance to polish.
It’s denim ground down and made new again, an ode to urban summer dressing where everything feels like it’s already had a story. The studded belt, the distressed tank, the layered textures—all clues that this look didn’t start today.
