While everyone else is talking about H&M’s beauty launch this week (or about their Balmain collaboration, possibly), I’m of course going to focus on something else entirely: their Studio Collection. It is topical, though, as the 2015 autumn/winter clothes are going to hit stores today – it was in fact the Facebook ad for the new season that reminded me to write about this stylish offshoot of H&M.

I’m generally trying to limit my consumption of fast fashion and, where possible, prefer Estonian designers and more special pieces. But I cannot – and frankly don’t want to – follow this principle all the time. Money is one (big) reason, but there are also time and energy constraints; or I might need something that my favourite designers don’t offer.

So where do you go, when you need a statement piece and need it fast? You are probably not wholly surprised that I’m going to recommend H&M Studio. It’s the cooler, more fashion forward (but not too trendy) and quite bold sub-brand by the Swedish giant of democratic style. It’s even shown during Paris fashion week, although I don’t really care about that. What I do care about, though, is the quality of design. Several of my favourite items of clothing are from the Studio line. This transparent flowing coat with a golden cactus print? H&M. That pretty pale pink dress? Ditto. A pair of sporty silk shorts with flamingos? Yep.

This autumn looks to be a good season for them, again. The clothes are on one hand very of-the-moment, with all those rust and mustard colours, turtlenecks and fake fur. On the other hand, H&M have been smart enough not to go for straight-up seventies (as everybody else is currently doing), but to mix it with sixties’ futurism and modern streetwear. This means the clothes feel new and fresh, but will still be wearable after this season. That ombre sweater, for example, is a statement knit for the ages. Or those epic boots – perfect with skinny jeans forever. If your taste is more classic, the bordot coat and trouser combo will serve you well for years. (I had difficulties with adding direct links, so take a look at the entire collection here.)

The only issue with the Studio line is that with better design come higher prices. Some items in the collection will probably make you do a double-take, if you expect the usual H&M figures. But not everything is expensive and most of it is genuinely exciting – this is more than I can say about most high-street brands.

PS The photo is from H&M, I kind of think they don’t mind.