I’m a rare occasion H&M shopper and was told this is a higher quality sister brand. Walking in I immediately noticed the mature clothing design. Very minimalist items with subtle hints of trendy. My style is somewhat conservative but I enjoy adding color and prints here and there. I ended up purchasing a flare blush shirt and a black top with an exposed back. Expect to pay two or three times as much as H&M…totally worth it. I’m very satisfied with my purchases.