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H&M Atelier Pre-Fall 2026 proposes a quietly confident evolution. For Pre-Fall 2026, H&M Atelier explores a transeasonal shift - light layers and an ease of dressing that feels unforced and spontaneous. Reworking shapes and codes through elevated design and tactility, the capsule bridges the seasons with a relaxed silhouette grounded in utility, comfort and quiet confidence. WEBWIRE - Thursday, August 13, 2026 "Pre-Fall 2026 is about a kind of focused restraint - pieces that feel genuinely lived-in and effortless but are underpinned by attention and craft. It's a wardrobe built on balance: between heritage and future, softness and structure," says Ana Hernández, Menswear Designer at H&M Atelier. Lighter outerwear anchors the offering: a mid-length utility jacket inspired by a heritage field jacket in supple leather, a cropped cotton gabardine jacket, single-breasted blazers and overshirts. Denim is elevated - five-pocket jeans and an overshirt in dark indigo - while sheer, fine-yarn knitwear allows slimmer fits beneath looser layers. Trousers favour wider shapes that pool at the ankle, styled with a belt for structure. Leather loafers and a messenger bag complete a more polished return-to-work feeling. Building from the cooler tones of summer, the palette moves through greys, soft beiges and a deeper navy. Olive and khaki green run through the colour story in the guise of gingham checks and a painterly botanical print. H&M Atelier Pre-Fall 2026 will be available on hm.com from 20 August 2026. About H&M Atelier Launched in 2024, H&M Atelier is a capsule menswear line designed for the fashion-forward, contemporary man. The collections are characterised by a refined aesthetic, offering iconic wardrobe essentials crafted from intriguing materials with distinct textures and tactility. WebWireID358851 This news content was configured by WebWire editorial staff. Linking is permitted. Distribute your news. * Every day, hundreds of individuals and companies choose WebWire to distribute their news. * WebWire places your news within numerous highly trafficked news search engines generating leads and publicity. * Submit Your Release Now!

The €8.8 million discount mistake Zalando and Temu made (and How to avoid it). Updated on: August 13, 2026 Table of contents: In January 2026, Poland's competition authority fined Zalando and Temu a combined nearly PLN 37 million, roughly €8.8 million, for the same thing: discounts that weren't calculated the way EU law requires. Zalando accounted for the larger share of the fine, Temu the smaller, for a pricing practice that's still common across European ecommerce. What Zalando and Temu got fined for The rule dates back to 2022, when the EU's Omnibus Directive amended the Price Indication Directive. Article 6a is simple in principle: any advertised discount has to be calculated against the lowest price the retailer charged for that product in the preceding 30 days. Not the manufacturer's suggested retail price. Not a "regular" price that was quietly raised the week before. The actual lowest price the retailer itself sold it for, in the last month. (For the full mechanics and a compliance checklist, see its existing guide to the Omnibus Directive.) UOKiK's decision on Zalando found that the company did disclose a 30-day reference price, but the value was unreliable and inconsistent. Sometimes it appeared on the platform but not in external ads. Sometimes the "initial" or "regular" price used to calculate the discount wasn't the true 30-day low, which made the advertised percentage look bigger than the real saving. Temu's issue was more basic: the 30-day reference price often wasn't displayed at all, leaving shoppers with no way to judge whether a deal was real. One complaint cited in reporting on the case sums up the problem shoppers were running into: a pair of shoes bought one day for 130 zloty, discounted from an advertised 259, showed up the next day at 255, still marked roughly 20% off a "30-day low" of 319. The math didn't hold up. This isn't a one-off. It's a pattern UOKiK is working through Zalando and Temu are the highest-profile names, but they're one stop on a list Poland's regulator has been moving through steadily since late 2025. In 2026, UOKiK also brought allegations against H&M and Peek & Cloppenburg over misleading information on price reductions, with penalties for this type of violation reaching up to 10% of turnover under Polish law. Black Red White and Żabka Nano picked up similar allegations. Beliani was fined €2 million in May 2026, in that case for not cooperating with an investigation rather than for the pricing practice itself, a reminder that stonewalling a regulator carries its own separate risk. It's not just Poland Poland's enforcement has moved fastest and hit hardest so far, but the underlying rule applies EU-wide, and other member states are already active. Five Dutch companies have been fined a combined €621,000 under the same directive. A Munich court separately ruled that Amazon's Prime Deal Days discounts, which benchmarked against manufacturer suggested retail price rather than the 30-day low, didn't comply either. Omnia's own data shows exactly how this happens at scale None of this is limited to marketplace giants running headline sales events. Omnia's pricing data shows the same pattern, quietly, across ordinary product catalogs. During Prime Day 2026, Omnia tracked 1.19 million products across the European market. Of those, 11.6% got more expensive in the run-up to the event, a pattern that creates exactly this kind of regulatory exposure. The year before, Prime Day 2025 data showed average prices climbing from €142.78 to €148.28 in the two to three weeks before the event, only to land back at €142.77 once the "discount" applied. For a large share of tracked products, the deal didn't lower the price. It reset it to where it had been a month earlier. Even more tellingly, 45.5% of tracked products actually cost more the week of Prime Day 2025 than they had the week before it. This isn't a story about one bad actor. It's a pattern built into how a lot of promotional pricing gets planned, often without anyone intending to break a rule. WOOOD boosts margins by 4% with automated pricing from Omnia Read the case study WOOOD boosts margins by 4% with automated pricing from Omnia How to check if you're exposed A short, practical gut-check for any pricing or ecommerce team: * Can you produce, per SKU, the actual lowest price you charged for that product in the last 30 days? Not the RRP. Not a list price. The real price you sold it at. Is that reference price consistent everywhere the product appears, your own site, marketplace listings, and any third-party ads? Zalando's fine specifically cited inconsistency across channels as part of the problem. Omnia's Directive Pricing Indicator shows the lowest selling price for each product over the past 30 days, right on the dashboard, so teams can see at a glance whether a promotion holds up under the rule before it runs. The takeaway Poland's fines aren't really a Zalando story or a Temu story. They're a preview of enforcement that's already spreading to other member states and other retailers, and Omnia's own data suggests the underlying practice, prices quietly rising before they're "cut," is still widespread. The 30-day lowest price rule isn't new. What's new is how seriously it's being checked. Frequently Asked Questions What is the EU's 30-day lowest price rule? Since the Omnibus Directive amended the Price Indication Directive in 2022, any advertised discount in the EU must be calculated against the lowest price the retailer charged for t... Read More What is the EU's 30-day lowest price rule? Why were Zalando and Temu fined in 2026? Poland's UOKiK found Zalando's 30-day reference price was unreliable and inconsistently displayed, making discounts look larger than they were, while Temu often didn't display the ... Read More Why were Zalando and Temu fined in 2026? What other retailers are under investigation for misleading discounts? By May 2026, Polish authorities had brought allegations against H&M, Peek & Cloppenburg, Black Red White, and Żabka Nano over discount labeling, with Beliani fined separate... Read More What other retailers are under investigation for misleading discounts? How much can a company be fined for violating the Omnibus Directive? EU rules generally cap fines at 4% of annual turnover in the relevant member state, or up to €2 million if turnover can't be established. Poland's national law allows fines up to 1... Read More How much can a company be fined for violating the Omnibus Directive? How can retailers check if their discounts are compliant? Retailers need to track the true lowest price charged per SKU over the last 30 days, ensure that the reference price is consistent across every channel a product appears in, and be... Read More How can retailers check if their discounts are compliant?

Johanna Axén takes over as CEO of crisis-stricken Djerf Avenue. Matilda Djerf's fashion venture went from extreme hype to crisis numbers and a halved workforce, following Aftonbladet's investigation of Djerf Avenue. The acting CEO Nanna Hedlund left in February, and since then there has been wild speculation about who would take over. Now the recruitment is happening internally. The successful influencer Matilda Djerf launched her fashion company Djerf Avenue together with her partner Rasmus Johansson in 2019. The growth can be described as almost extreme, and a bright future was predicted. But after Aftonbladet published its investigation into the work environment at Djerf Avenue in the winter of 2024, where employees warned of "psychological terror", the business has lost momentum. It has been chaotic, to say the least - revenues plummeted, employees were let go, and a temporary CEO in the form of former Polarn och Pyret CEO Nanna Hedlund was brought in. Since Nanna Hedlund left in February, there has been a question mark about who will lead the company. Now it is clear that the recruitment is internal - and that Johanna Axén will take over the company. Breakit reached out to Johanna Axén earlier this week, but she could not provide any comments at the time. According to documents filed with the Swedish Companies Registration Office, Johanna Axén recently joined the board of Djerf Avenue, replacing financial advisor Martin Agerup at Clearwater. The new CEO arrived at the e-commerce company in 2022 as head of their beauty department, Djerf Avenue Beauty. She is currently on parental leave. Before Johanna Axén made the move to Djerf Avenue, she worked for just over five years at H&M, among other roles as a business controller and assistant buyer. She has also worked with e-commerce at Hunkydory. Major problems. Matilda Djerf has long been Generation Z's favorite, and with Djerf Avenue she has had major global ambitions. In particular, there has been a focus on the US, where they have had pop-up stores and managed to secure collaborations with some of the world's top "it-girls". These include Sofia Richie Grainge (daughter of Lionel Richie) and Hailey Bieber (married to Justin Bieber). But despite this success, things have been shaky at Djerf Avenue after Aftonbladet's major investigation, where former employees were highly critical of the company and, among other things, accused the founder duo of using manipulative tactics. "It is the absolute worst workplace I have ever been at," a former employee told Aftonbladet. The problems hit the finances hard, and revenue halved during 2025 to 175 million kronor. This can be compared with 344 million in 2024. In addition, the year brought a huge loss of 50 million kronor, compared with a loss of 5.7 million the year before. During her time as CEO, Nanna Hedlund implemented a comprehensive cost-cutting package - reducing the number of employees from 42 to the current 17. Johanna Axén will now be tasked with turning the company around from the crisis figures.