Next vs. H&M: Which brand should you buy? [2026]

Next is a British retailer that focuses on stylish, reliable wardrobe classics with better-quality fabrics at a mid-range price, while H&M is a global fast-fashion brand known for its trendy, budget-friendly clothing that reflects current runway styles. Next offers more durable, versatile pieces for families and working professionals, whereas H&M targets younger shoppers who want to experiment with the latest trends for less.

Let's look at the details so you can decide which brand is the right fit for your closet and budget.

Next: Stylish & Reliable Everyday Fashion

Next is a British fashion and homeware staple that provides a curated collection of contemporary yet classic styles for men, women, and children. The brand appeals to middle-income shoppers who are looking for quality and longevity in their clothing, making it a go-to for workwear, school uniforms, and versatile weekend outfits that don't quickly fall out of style.

• Product mix: A comprehensive range of men's, women's, and children's apparel, alongside footwear, accessories, and a popular homeware line. The style is modern but timeless, focusing on pieces you can wear season after season.
• Price point: Best described as mid-range and affordable, with most clothing items falling between £15 and £80. A smart coat would be toward the higher end, while a blouse or shirt would be in the £25-£40 range.
• Quality: The brand generally uses durable materials and prioritizes good construction. While not a luxury brand, Next clothing is known to hold up well to regular wear and washing, offering good value for the price.
• Fit/Sizing: Sizing is generally consistent and true to size, which makes online shopping predictable. They offer a broad range including petite, tall, and plus-size options to cater to various body types.
• Return policy: Typically offers a 28-day return window for items in their original condition, with multiple options including in-store and postal returns.
• Sustainability: Next is part of the Better Cotton Initiative and is actively increasing its use of sustainably sourced materials in its collections while working on supply chain transparency.

Next excels at providing fashionable, long-lasting clothing and homeware for people who value quality and a classic aesthetic at a reasonable price point.

Shop Next: next.co.uk

H&M: The Global Fast-Fashion Leader

H&M is one of the world's most recognizable fast-fashion retailers, famous for delivering trendy, of-the-moment styles at exceptionally low prices. Catering primarily to teenagers and young adults, H&M's immense inventory changes constantly, offering shoppers a chance to wear runway-inspired looks without the designer price tag.

• Product mix: Offers a massive selection of clothing for women, men, teens, and children, along with accessories, footwear, beauty products, and an H&M Home division. The aesthetic is youthful, modern, and highly trend-driven.
• Price point: Extremely budget-friendly. It is one of the most affordable options in high-street fashion, with prices on most items ranging from £5 to £50. Basic tees can be found for under £10, and dresses often sell for less than £30.
• Quality: As a fast-fashion brand, quality can be inconsistent. Some pieces are surprisingly durable, while others may only last a season. H&M has improved quality in some lines by using organic cotton and recycled materials.
• Fit/Sizing: Fit can be unpredictable and often varies by piece. Checking the specific size guides and reading customer reviews is highly recommended, as items can run small or large depending on the intended style.
• Return policy: Shoppers have a 30-day window to return items, providing reasonable flexibility for trying on clothes at home.
• Sustainability: A leader in fast-fashion sustainability efforts, H&M promotes in-store garment recycling and aims to use 100% recycled or sustainably sourced materials. However, its business model inherently encourages high-volume consumption, which draws criticism.

H&M is the ideal choice for trend-conscious individuals on a tight budget who enjoy frequent wardrobe refreshes and experimenting with new styles.

Shop H&M: hm.com

Next vs. H&M Comparison

Price Comparison

There is a clear difference in price between the two brands. H&M is significantly cheaper across the board. For example, you can buy a basic T-shirt at H&M for around £5-£10, whereas a similar item at Next would likely cost £10-£15. This price difference extends to dresses, jackets, and jeans.

While both brands hold regular sales, H&M's low starting price and more frequent promotions make it the winner for pure affordability. Next's slightly higher prices are justified by its focus on more durable fabrics and better overall construction, positioning it as a better long-term value option.

Quality & Materials

Next generally offers superior quality and durability. The materials feel more substantial, and the stitching is more robust, meaning the garments are designed to last beyond a single season. This makes Next a reliable choice for core wardrobe items like officewear, denim, and outerwear.

H&M's quality reflects its fast-fashion model, it can be very inconsistent. While their conscious collection and premium-quality lines use better materials like organic cotton and Tencel, many of their most affordable, trendy items are made from materials that may not stand up to repeated washes. For clothes you only plan to wear a handful of times, H&M is fine, but for lasting pieces, Next has the edge.

Style & Aesthetic

The brands cater to different style preferences. Next's aesthetic is clean, classic, and slightly more mature. It offers versatile pieces suitable for work, family life, and smart-casual events. The styles are current but don't lean heavily into fleeting micro-trends.

In contrast, H&M is all about the now. Its collections are filled with the latest runway and streetwear trends, from bold prints and oversized silhouettes to edgy cutouts and vibrant colors. It’s the perfect place to shop if you want to experiment with a new style fad without committing a lot of money to it.

Fit & Sizing

Next offers a more reliable and consistent shopping experience when it comes to sizing. Their items generally fit true to size based on standard UK measurements, which is especially helpful when shopping online. With dedicated petite, tall, and plus-size ranges, it caters well to different body shapes and sizes.

H&M's sizing can be inconsistent. An item might run small in one style and large in another, which can be frustrating. It's often necessary to check the reviews for each product or try on items in-store. While H&M also offers a wide range of sizes, the guesswork involved makes Next the better option for a predictable fit.

Shopping Experience

Both brands offer excellent online platforms and physical stores. Next's website is well-organized and easy to navigate, with a focus on clear product imagery and helpful sizing information. Its in-store environment is calm and structured, making it easy to find what you're looking for.

H&M's stores are often larger and more bustling, designed to showcase a huge volume of merchandise. Its website is equally vast, with constant new arrivals and sale sections to browse. Both offer similar return policies (28 days at Next, 30 at H&M), providing ample time to make a decision.

Sustainability & Ethics

Both companies are taking steps toward better sustainability, but they approach it differently. H&M has very ambitious public goals, including its widely marketed recycling program and commitments to using 100% sustainably sourced or recycled materials. However, its business model, which depends on producing large quantities of clothes quickly and inexpensively, is fundamentally at odds with sustainability.

Next takes a more quiet approach, focusing on sourcing better materials like sustainably grown cotton and working to improve transparency in its supply chain. Since its products are designed to be less disposable than H&M's, a case could be made that shopping less but better at Next is a more sustainable choice.

Which One Should You Choose?

The choice between Next and H&M depends entirely on your shopping priorities, budget, and personal style.

Choose Next if:

• You want to build a lasting wardrobe with timeless, versatile pieces.
• Quality and durability are more important to you than having the very latest trend.
• You need reliable clothes for work, family, or smart-casual occasions.
• You value consistent, true-to-size fitting when you shop.

Choose H&M if:

• You are on a strict budget and need the lowest possible prices.
• You love keeping up with fast-changing trends and updating your look frequently.
• You want to experiment with bold new styles without a big financial commitment.
• You're shopping for a one-off occasion outfit you may not wear again.

Frequently Asked Questions

Is Next or H&M cheaper?

H&M is significantly cheaper than Next. You can find clothing and accessories at H&M for some of the lowest prices on the high street, while Next sits in a slightly higher, mid-range price bracket.

Which has better quality clothes?

Next generally has better and more consistent quality. Their clothes are made with more durable fabrics and construction, designed to last longer than the fast-fashion items typically found at H&M.

What is the style difference between Next and H&M?

Next focuses on classic, contemporary styles that are versatile and timeless, suitable for work and everyday wear. H&M is an expert in fast fashion, offering trendy, youthful, and experimental pieces that reflect the current moment in fashion.

How does the sizing compare?

Next's sizing is known to be consistent and true to size, making it a reliable choice for online shopping. H&M's sizing can be unpredictable, often varying between different items, so it is best to check reviews or try clothes on.

Can you return items easily to both?

Yes, both retailers have straightforward return policies. Next typically offers a 28-day return window, while H&M offers a 30-day window. Both allow for in-store and postal returns.

Which brand is better for families?

Next is often preferred by families due to its durable and classic children's clothing, as well as its extensive school uniform range. The quality ensures the clothes can withstand active use.

Which brand is more sustainable?

This is complex. H&M has more aggressive and public sustainability marketing and initiatives, like garment recycling. However, its fast-fashion business model encourages disposable consumption. Buying better-quality, longer-lasting items from Next could be considered a more sustainable practice by some.

Do Next and H&M have sales often?

Both brands have seasonal sales, but H&M runs promotions and collaborations more frequently due to its faster product cycle. You can almost always find a sale section on the H&M website.