H&M’s new-ish Atelier collection is exactly what it sounds like—a luxurious, upmarket push from the Swedish affordable-fashion titan. So when the brand reached out to offer GQ an in-store look at the sub-label’s fall 2026 release, I was eager to assess its quality firsthand.
Per H&M’s own messaging, the Atelier line is targeted towards fashion-savvy guys looking for a little more refinement in their lives. But as I made my way through the racks of the brand’s downtown Manhattan store trying to see what caught my attention, what really stood out was how much the Atelier line elicited the feeling of how I approached getting dressed when I started my career over a decade ago as an intern at Teen Vogue. Back then, I didn’t necessarily splurge for big-name designers; my approach to fashion was rooted in traditional American brands. Still, I often experimented with silhouettes or colors that made my personal style feel on-trend—and I was always eager to try new things (an instinct that still persists today).
H&M, with its pioneering history of bringing capital-D Designer fashion to the masses—collaborating with Comme des Garçons in 2008, Versace in 2011, Maison Martin Margiela in 2012, and Balmain in 2015, to name a few—allowed younger me to experiment without spending more than my college budget would allow.
As it happens, my visit to H&M’s SoHo store dovetailed perfectly with the brand’s fall-winter 2026 London Fashion Week show, the first time ever Atelier pieces were available to shop directly from the catwalk. (A big deal, to say the least.) Throughout the process, I was reassured to see that the spirit of refining your own style is still ingrained in the brand’s DNA. Here’s what caught my eye.
Look 1: Big and Bold
One of my favorite go-to style combinations is a blazer and jeans, which can become one of your most effective outfits when done right; the secret is understanding your proportions and choosing a blazer that flows nicely with your denim. I styled this look with a gray sportcoat and black relaxed jeans, and added a red tank for a pop of color, which took the outfit into night-out territory.
