H&M’s Divided Section Explained

It keeps us young.

Last Updated on May 24, 2023

Retailers like H&M, Zara and ASOS have so many different brands within their brands, it can be confusing understanding the difference.

If you’ve heard of H&M’s Divided section, you’re probably wondering what differentiates it from the rest of the products on offer at the Swedish giant.

While it’s one of my most-visited online stores, I’ve never really known what the Divided section is. I’ve seen it pop up from time to time, but never really paid much attention to it.

h&m divided section - Tie-detail hole-knit dress

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What is H&M Divided?

For anyone who has no idea, you’ll be glad to know I’ve found out all the info so let me fill you in.

The Divided section is actually aimed at teenagers, similar to TRF at Zara.

It’s designed for the young, fun and carefree, which will now make me secretly delighted anytime I find myself choosing a piece from the Divided section.

The pieces in the line are heavily influenced by the pop culture and modern music scene and has two overriding themes: tough edgy style and a more boho festival vibe.

As it’s targeted at teenagers the sizes are slightly smaller than the regular ladies section, so it might be a good idea to size up when buying anything from the Divided section.

It’s full of bright colours, fun patterns and on trend pieces, so you may find yourself visiting the section more during the summer months.

Another great thing about it being aimed at teenagers is that it means the prices are also lower than the regular prices. Sign me up!

READ MORE: The Most Exciting Fashion Collaborations of 2023

Shop H&M Divided

Open-backed chiffon dress from H&M Divided

Open-backed chiffon dress, £24.99 – buy now

High-waisted twill shorts from H&M Divided

High-waisted twill shorts, £14.99 – buy now

Glittery tie-detail bralette top from H&M Divided

Glittery tie-detail bralette top, £14.99 – buy now

Short beaded necklace from H&M Divided

Short beaded necklace, £5.99 – buy now

Crinkled jersey dress from H&M Divided

Crinkled jersey dress, £12.99 – buy now

Open-backed rib-knit dress from H&M Divided

Open-backed rib-knit dress, £24.99 – buy now

Oval sunglasses from H&M Divided

Oval sunglasses, £9.99 – buy now

Wide trousers from H&M Divided

Wide trousers, £14.99 – buy now

Handbag from H&M Divided

Handbag, £7 – buy now

Printed cropped top from H&M Divided

Printed cropped top, £4.99 – buy now

Canvas cargo trousers from H&M Divided

Canvas cargo trousers, £14.99 – buy now

Corset-style ribbed top from H&M Divided

Corset-style ribbed top, £12.99 – buy now

Wedge-heeled mules from H&M Divided

Wedge-heeled mules, £24.99 – buy now

READ MORE: 27 New Arrivals at Zara I Can’t Stop Thinking About

Puff-sleeved crêpe dress from H&M Divided

Puff-sleeved crêpe dress, £14.99 – buy now

Wide Low Jeans from H&M Divided

Wide Low Jeans, £34.99 – buy now