H&M's Latest Atelier Collection Conjured Memories of My Own Style Journey

The Swedish giant's upscale sub-label took me back to my days as a wide-eyed fashion intern with precocious taste. Here's why I relished the reminder.Courtesy of H&M; Design: Emily HanhanH&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 BoldOne 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.H&M AtelierVermont BlazerH&M AtelierLewes Knit TankH&M AtelierOregon 5 Pocket TrousersH&M AtelierBristol Derby ShoeLook 2: Check, PleaseChecked shirts are a classic menswear staple, but what I was more interested in was the shirt’s weight and a new way to approach an old tale. I don't own any shade of red denim; to be honest, I’m still on the fence. But I wasn't upset with how this look came together. The flannel was lightweight and perfect for layering over the henley, and the denim was a cooler shade of red with a washed effect; I'd consider this one of my more forward outfits, which, again, is something the H&M Atelier collection lets you express.H&M AtelierMontana Cupro ShirtH&M AtelierCarlisle HenleyH&M AtelierOregon 5 Pocket TrousersH&M AtelierBristol Derby ShoeLook 3: Brown in TownWe understand the importance and appeal of a black leather jacket, but this season the brown leather jacket feels cooler and worth investing in. What caught my attention were the utility details and the specific tone of brown, which is just as versatile as black and looks classic and timeless. I also appreciate that brown leather pairs well with various hues, like this blue button-down and classic blue jeans, creating a tastefully transitional outfit I would wear to the office this fall.H&M AtelierLeather Cargo JacketH&M AtelierStriped Cotton ShirtH&M AtelierSalford Denim 5 PocketH&M AtelierBristol Derby Shoe