Sweet style on a budget. Jugni Style's Jasmeen Bains explains her love of H&M and how she's built a wardrobe of fashionable and on-trend pieces from this Swedish house.

While culling my closet for the summer recently, I found that I have an abnormal amount of H&M in my closet – and most of it ranked amongst my favourite and most worn. I have to admit, every time I bring home something from H&M, it gets worn practically every day for a few weeks, then usually takes a place of prominence in normal rotation.  H&M’s spring/summer collection this year has been especially good (with prices unfortunately rising to match) yet I often find myself professing my love for H&M to the blank stares of my friends.  Yes, H&M is a global corporation bent on making money; their materials and fabrication are often of dubious quality, and their mass-produced clothes don’t exactly scream originality. Yet I find myself sighing with a little lust every time I walk by their windows on Granville Street in downtown Vancouver.

Despite the fact that H&M hardly needs any extra advertising, I feel like I should defend my somewhat un-politically correct admiration for the Swedish clothing house. Here are some of my own wardrobe stars dating back to Summer 2007 when I made my first H&M purchase in a Manhattan store.











1. Trend label silk button front dress (Summer 2009), Suede stud belt (Spring 2010), Cream stone necklace (Spring 2010)

2. Cream stone necklace detail









3. Divided rhinestone oxfords (Spring 2010)

4. Plastic ring (Spring 2010)_ Plastic and metal ring (Fall 2009)











5. Black label chiffon self-tie blouse (Summer 2007)

6. Black label polka dot dress (Spring 2010) (pictued with Hagar Satat necklace)











7. Trend label linen self-belt dress (Summer 2008)

8. Trend label lace net dress (Winter 2009) (pictured with Only stud belt, Forever 21 necklace)









9. Trend label linen cropped jacket (Spring 2010), PVC clutch (Summer 2007) (pictured with Forever 21 necklace)

10. Sonia Rykiel rhinestone pin (Spring 2010), leaf brooch (Fall 2008)

Story by: Jasmeen Bains