Month: October 2025

Categories
EVENT NEWSROOM

MAGDA BUTRYM H&M PREVIEWS IN NYC WITH A STAR-STUDDED AND FLOWER-FILLED EVENT, ATTENDED BY IRIS LAW, NARA SMITH, IRINA SHAYK, AMELIA GRAY AND CHLOE SEVIGNY.

 

Guests including Iris Law, Nara Smith, Irina Shayk, Amelia Gray, Valentina Sampaio and Chloe Sevigny mingled amongst magnificent floral installations and sipped rose-infused cocktails as their historical surroundings morphed into a bed of roses.

The night featured performances by Charlotte Lawrence and Kelela, alongside DJ sets by Soo Joo and Fifi. Lawrence wore a floor-length silver crochet gown from the collection, with matching shimmering chain drop earrings and mules with a rose on the heel. Kelela wore a black pleated jersey dress, with a rose detail at the neck, alongside flower-shaped crystal earrings – a iconic Magda Butrym piece, which she has included in this collection. Soo Joo teamed the collection’s wide-leg jeans with a denim bustier and a printed silk headscarf, while Fifi wore a baby pink halter top with black tailored trousers and kitten heels.

Emphasizing Magda’s deep connection with inspiring women and her commitment to crafting timeless pieces that empower femininity, the collection wasn’t presented on a traditional runway. Instead, it came to life on the guests themselves, creating a uniquely immersive and intimate atmosphere. Iris Law wore a red strappy midi dress with flower buds at the bust. Nara Smith wore one the collection’s hero items: a ruffled red mini dress which recalls a bouquet of roses. Irina Shayk wore sharp black tailoring. Amelia Gray wore a jersey black top with a sculptural flower detail at the neck, alongside a matching long-line skirt. Valentina Sampaio wore the collection’s striking burgundy leather trench. Chloe Sevigny wore a stretch mini dress in the collection’s iconic rose print. Also sported by various attendees – including Gabbriette, Giulia De Lellis, Fil Xiao Bai, Alison Toby, Ana Rujas, Leonie Hanne and Karolina Ościk-Alama – were lace and sequin gowns, printed bomber jackets and stretch printed seperates. The mood was one of connection and community – a celebration of strong women bringing the collection to life in their own unique ways.

The event’s references to history and romance reflect the fact that the collection pays homage to Magda’s own heritage. Her Slavic spirit runs across every detail, bringing a romance and authenticity to each piece.

“I was honoured to see the collection come to life on so many amazing women this evening. My inspiration has always been strong, confident femininity, and this evening was a special and joyful celebration of that.”

– Magda Butrym

“The central motif in the Magda Butrym H&M collection is the rose, so it was wonderful to see Brooklyn in bloom tonight. Magda’s collection is a true celebration of poetry and romance and this event really captured that.”

– Ann-Sofie Johansson, H&M

The Magda Butrym H&M collection will be available online and in select stores on 24 April 2025.

Categories
FASHION NEWSROOM

H&M STUDIO RESORT CAPSULE COLLECTION 2025: BOLD, INTRICATE AND DREAMY

“For the H&M Studio Resort Capsule collection, we turned to the vivid sights of Marrakesh and serene beauty of the surrounding desert. There’s an eye for intricate detail and love of craftsmanship that we also wanted to bring through with the different embellishments and embroidery, but also shapes of necklines and hems. The result is dreamy yet fierce and modern,”

says Kathrin Deutsch, collection designer at H&M Studio.

The colour palette ranges from calming terracotta and sandy beiges with black and crisp white to the most vibrant blues. Materials include linen, cotton and chiffon that move with ease. Key pieces include a cropped beige cotton jacket with a curved statement neckline, stud embellishment and heavily embroidered pattern. It can be paired with the engineered curved-leg beige jeans that have studs along the side seams. Printed full-length kaftans flow beautifully in custom patchwork prints that layer iconic Moroccan motifs.

A black cropped waistcoat features contrast stitching, covered buttons, beading on the hem, raised piping, and small tassels. The dusty blue maxi-dress has sheer sleeves, stud detailing overlay, ruching and a cut-out back. A white shirt in heavy cotton poplin with a curved hem also has cut-out details at the side for an edgier feel. Matching wide-leg trousers have a slouchier look with a drawstring waist and tassel details.

Accessories in the capsule include a terracotta bikini with asymmetric top, golden flat mules with knot-detailing, rope high heel sandals, a light terracotta suede bag with whipstitch detailing and golden details, sunglasses, a tassel necklace and earrings embellished with studs and crystal beads.

For more information about the collection and the campaign: www.hm.com/editorial/inspiration/presenting-hm-studio-resort-capsule-2025

 

Categories
H&M BEAUTY NEWSROOM

H&M BEAUTY UNVEILS LIMITED-EDITION SUMMER FRAGRANCE COLLECTION

This season, we are embracing the growing trend of gourmand fragrances, characterized by edible and sweet notes that evokes two captivating scents: Sun-Kissed Caramel, a rich and creamy blend of buttery vanilla, warm notes of whipped cream and salted caramel and Posh Pistachio, a refined mix of pistachio, almond, and sandalwood. These scents evoke the simple pleasures of indulgence, offering a warm and inviting aura that lingers throughout the day.

Designed for the modern fragrance enthusiast, the collection allows for layering to enhance the fragrance experience. The Eau de Toilette (EdT) serves as the perfect base, followed by a body mist for a refreshing burst of fragrance throughout the day. To complete the indulgent experience, nourishing hand creams ensure your skin remains soft while carrying the signature scent. Additionally, our body mists are ideal for quick and convenient application, making them the perfect travel companion for your summer adventures.

Whether you’re enjoying a relaxing day at the beach or meeting friends for an outdoor gathering, these products are designed to complement every moment, helping you carry the essence of summer wherever you go. Treat yourself to the ultimate indulgence with a fragrance that encapsulates the warmth and vibrancy of the season.

ABOUT THE COLLECTION

EDT
SUN-KISSED CARAMEL & POSH PISTACHIO Price: 12,99 EUR
A perfect summer scent in two deliciously irresistible options: Sun-Kissed Caramel offers warm notes of whipped cream, salted caramel, and buttery vanilla, while Posh Pistachio blends creamy pistachio, almond, and sandalwood for a smooth, elegant fragrance. Each scent is light yet lingering, creating a perfect balance between gourmand sweetness and sophistication.

BODY PERFUME MIST
SUN-KISSED CARAMEL, POSH PISTACHIO & WILD STRAWBERRY Price: 7,99 EUR
Refresh yourself on-the-go with these travel-friendly body mists, designed to instantly revive your senses with a burst of fragrance. Available in three delightful scents: Sun-Kissed Caramel, Posh Pistachio, and the fruity Wild Strawberry, these mists are perfect for quick reapplications throughout the day, leaving you smelling fresh and delicious anytime, anywhere.

HAND CREAM
SUN-KISSED CARAMEL & POSH PISTACHIO Price: 5,99 EUR
Nourish your hands with these moisturizing hand creams, infused with the sweet scents of Sun-Kissed Caramel and Posh Pistachio. Formulated to hydrate and soften, these creams leave your hands smelling as lovely as they feel—perfect for a quick refresh whenever you need it.

GLOW BODY OIL
FEARLESS OPTIMIST Price: 12,99 EUR
Get your skin glowing with this luxurious body oil. Infused with a soft, uplifting fragrance, Fearless Optimist glow body oil will leave your skin feeling silky smooth while delivering a radiant sheen. Ideal for adding that final touch of summer glow to your skin, this body oil is the ultimate companion for those warm, sunny days.

BODY MIST
SUN-KISSED CARAMEL, POSH PISTACHIO & WILD STRAWBERRY Price: 7,99 EUR
These all-in-one mists are designed to refresh your body in a single spray. Available in Sun-Kissed Caramel, Posh Pistachio, and Wild Strawberry, these mists offer the perfect way to keep smelling sweet and your skin refreshed, while enjoying your favorite summer scents wherever you go.

FRAGRANCE NOTES:

POSH PISTACHIO
· Top: Bergamot, Lemon, Orange Blossom
· Middle: Pistachio, White Petals, Almond
· Base: Musk, Tonka, Vanilla, Sandalwood
A rich, nutty fragrance with elegant floral and woody undertones, Posh Pistachio is a perfect blend of sweetness and sophistication. The pistachio and almond middle notes provide a creamy, indulgent scent, while sandalwood and tonka bringwarmth and depth to the fragrance.

SUN-KISSED CARAMEL

· Top: Whipped Cream
· Middle: Salted Caramel
· Base: Butter, Vanilla, Biscuit, Brown Sugar
A sweet, gourmand fragrance that evokes the feeling of summer indulgence. Sun-Kissed Caramel combines the warm, sugary notes of caramel and vanilla with a soft, buttery base, creating a rich and comforting scent that’s perfect for those warm, sun-filled days.

WILD STRAWBERRY

· Top: Strawberry
· Middle: Violet
· Base: Amber

A fresh and fruity fragrance, Wild Strawberry is perfect for those who crave a lighter, more playful scent. The bright strawberry top note is complemented by the delicate floral aroma of violet, while the amber base adds depth and warmth to the overall fragrance.

ABOUT H&M BEAUTY
At H&M Beauty, we believe that beauty should be fun and accessible to everyone. Our collection features high-quality, on-trend products that inspire confidence and celebrate individuality. From skincare-infused lip products to the latest makeup essentials, we offer beauty that is affordable, inclusive and designed to enhance what makes you unique.

Join the beauty party at hm.com/beauty and follow us on social media @hmbeauty.

For more information and press inquiries, please contact:

Tilda Johansson
tildax.johansson@hm.com

Categories
H&M Move NEWSROOM

H&M MOVE REVEALS ALL-PINK RACKET SPORTS COLLECTION

For S/S 2025, H&M Move challenges tradition with an all-pink racket sports drop tailored for the style-conscious player. Minimalist yet preppy, the collection is built for visual impact — without compromising on performance.

“Clean, feminine fashion in the perfect shade of pastel pink is a key inspiration this season. We loved translating that into the world of racket sports. With this collection, we’ve reimagined the classic tennis silhouette through refined cuts, subtle details, and colour — complete with accessories that bring polish to the look,”

says Marie Fredros, Head of Design at H&M Move. 

The capsule includes a tennis dress, skirt, bandeau top, tight shorts, seamless bra, and zip jacket — all in pastel pink. Designed for styling versatility, the collection is complemented by a bow visor, mesh shoulder bag, sports sunglasses, and frill socks in crisp white.

Constructed for maximal comfort on and off the court, the collection combines thoughtful features — such as ball and phone pockets, built-in shorts, and integrated bras — with H&M Move’s signature performance materials. These include breathable, moisture-wicking DryMove™ and ultra-soft, stretchy SoftMove™ fabrics.

H&M Move’s new racket sports collection will be available in selected H&M stores and online from 15 May 2025.

About H&M Move 
H&M Move is a movement brand. We celebrate movement and invite the world to move. We provide fashionable, functional activewear — accessible for everybody. Visit hm.com/move or follow @hm_move for more inspiration.

Categories
FASHION NEWSROOM

H&M SUMMER 2025 SHINES WITH CRAFTED DETAILS AND A SOPHISTICATED BOHO FEEL

Inspired by a trip to epic, energetic Marrakech, the womenswear collection features natural fibres, striking embellishments, and innovative knit and crochet techniques that emphasise the power of craftsmanship. Continuing to the isles of Lanzarote and Lamu, Kenya, oversized palm prints, fringe and beading call to mind beachy fun and relaxation. The colour palette ranges from dark, rich earthy tones like terracotta, burgundy and warm browns to sand, bright red, pinky beiges and pops of gold. There’s also a range of greens and yellow that contrast tinted neutrals, sage and white.

“For this collection, it was important for us to bring in rich, textured details because they allowed us to introduce different weaving techniques and highlight a sense of tradition. And in journeying around the world for inspiration, we’ve created elements of a summer wardrobe that celebrate vibrancy – in the print mix, the emphasis on craftsmanship, and the feeling of never ending summer when travelling with friends,”

says Eliana Masgalos, Design Director, H&M.

Key pieces include dark brown fringed sleeveless crop top with matching slim midi-skirt, a strapless mini-dress with a black and sand desert-inspired print, and a tiered sleeveless dress in bright red or golden yellow. The range of kaftans include solid-coloured long-sleeved ones with embroidered front, wide-sleeved, voluminous versions in geometric prints, and a completely knitted one. Swimwear, shoes and bags also bring in elements of craftsmanship, like jewellery-like embellishment, fringe and tassels. The jewellery is ocean-inspired with shells, coral and underwater creatures the main motifs.

The global campaign for H&M Summer 2025 stars friend of the brand and supermodel Alex Consani with Sam Rock behind the lens.

“Shooting the H&M summer campaign with my close friends in Mexico was such a fun experience. The essence of summer to me is carelessness and enjoying time with those you care about. Shooting with Sam on this campaign really felt like we were just on vacation and made it so enjoyable for everyone on set. Grateful to the whole team for just having fun the whole time, you can tell in the pictures we were just enjoying the sun and being with one another!”,

says Alex Consani.

Categories
H&M Move NEWSROOM

SOFT, FEMININE, CONFIDENT: H&M MOVE’S NEW DANCE COLLECTION BROUGHT TO LIFE BY CHOREOGRAPHER MATILDA FLEBERG.

THE COLLABORATION For the launch of the new SoftMove™ dance collection, H&M Move invited Stockholm-based choreographer and creative Matilda Fleberg to bring the pieces to life. Through a captivating series of movement-led social media videos, Fleberg portrays the unique beauty and expression of the modern dancer, highlighting women handpicked from her own community.

“To me, dance is joy, healthy discipline, and uplifting community — with inspiring fashion as part of that expression. The softness, femininity, and playfulness of this collection, moving with you like a second skin, beautifully mirrors the confidence awakened through dance,”

says choreographer and creative Matilda Fleberg.

See the film here.

THE COLLECTION
Inspired by the elegance and fluidity of dance, the new autumn arrivals allow for a full range of motion as you reach, bend, and flow. Cut for precision and crafted in buttery SoftMove™ fabric, the feminine, figure-hugging studio pieces embody the essence of comfort.

“This collection breathes softness, but with an edge. The power lies in the contrasts, as oversized joggers and fitted wrap cardigans are styled with training essentials — capturing the effortlessly chic spirit of dance,”

says Marie Fredros, H&M Move’s Head of Design.

The new SoftMove™ styles include gently supportive bras with delicate straps, regular and flared leggings that flow with you, as well as contour-tracing tops and a zip jacket for easy cover-up. These are matched with flattering wrap cardigans, generously cut joggers, and long-sleeve tops with a graceful off-shoulder design.

A captivating lilac hue leads the colour palette, balanced by timeless black, dark mauve, pale pink, and off-white.

The collection lands in selected H&M stores and online 9 October 2025.

ABOUT MATILDA FLEBERG
Matilda Fleberg is a Swedish choreographer, dancer, and coach whose international work spans stage, screen, and global campaigns. Her movement language blends individuality with synchronicity, emotion with precision.
She is the founder of Fleberg Studios in Stockholm, where her “dance is medicine” practice is inspiring a growing global community.

ABOUT H&M MOVE
H&M Move is a movement brand. We celebrate movement and invite the world to move. We provide fashionable, functional activewear — accessible for everybody. Visit hm.com/move or follow @hm_move for more inspiration.

Categories
EVENT NEWSROOM

H&M CELEBRATES THE LAUNCH OF THE LORENA SARAVIA H&M COLLECTION IN MEXICO CITY

Drawing on her heritage and family, the strength of the matriarchal line and its guiding influence, the Lorena Saravia H&M collection is a tribute to female strength across generations, Mexican cultural heritage, the timeless beauty of craft, and connection to the land.

Inspired by these ideas, the art installation, directed by Sofia Arredondo, combined natural materials: stone, suede, and linen, arranged within a minimal, architectural space where garments appeared suspended, evoking a sense of both ritual space and constructed landscape. The performance activated the installation, with dancers exploring the act of dressing as a ceremonial act.

Guests, including Shay Mitchell, Belinda, Diana Bovio, Irene Azuela, Paulina Davila, Ximena Sariñana, Sami Miró, Richie Shazam, Maeve Reilly and Lily Chee were welcomed with cocktails, followed by a seated dinner prepared by the celebrated local chef Gabriela Cámara. The event continued with a live music performance by Lorena’s aunts, Jackie and Kathleen Butcher, honouring the family legacy.  The evening culminated with light, music and energy as around 250 guests danced their way into the night, accompanied by a DJ set from Mexican DJ Mariana Vidal

“This collaboration is a long-time dream come true. The experience has been extraordinary—not just creatively, but also in the platform it provides for sharing my vision with the world. Celebrating this moment in Mexico City, surrounded by the people and places that shaped me, makes it all the more meaningful,”

says Lorena Saravia.

“Lorena has a remarkable ability to tell her story with complete authenticity, and that truth resonates throughout every piece in this collection. Working together allowed us to deepen our connection to the region and its incredible creative community, which has made this partnership truly unforgettable,”

says Ann-Sofie Johansson, Head of Womenswear Design and Creative Advisor at H&M.

The Lorena Saravia H&M collection will be available in selected stores and online at hm.com on October 16, 2025.

 

 

Categories
FASHION NEWSROOM

FIRST LOOK: THE H&M GLENN MARTENS COLLECTION.

H &M is proud to reveal for the first time the hotly anticipated H&M Glenn Martens collection.

The Belgium fashion designer is defining the landscape of contemporary fashion, and this new collaboration offers a broad range of customers the chance to access never-before-seen designs alongside Martens’s signatures.

Martens’s work has long pushed the boundaries of fashion and this partnership with H&M shows his interest in democratizing fashion for the many. Now, revealed for the first time, is the full collection: a diverse and versatile range of products that combines womenswear, menswear, unisex pieces and accessories.

The collection twists clothing archetypes into new and unexpected forms. The deeply researched process saw Martens explore H&M’s archive, to select a range of key pieces that consumers adore, from best-selling t-shirts to must-have checked shirts, bomber jackets and jeans. Each is reimagined as an extraordinary newly-designed piece, which play with trompe-l’œil and customization. Many can be transformed by the wearer thanks to the use of reshaping techniques such as foil and wiring to create sculptural forms.

The collection also pays tribute to Martens’s journey as a designer, and his iconic work for Y/Project, with various pieces in the collection – from boots through to prints – nodding to key archival designs.

“I see this collection as a big family of garments, all of which have multiple purposes and personalities: like people, they grow and change each day. I am always interested in the clothes that we really live in: and the idea of archetypes and wardrobe staples was the starting point for this very special and joyful project with H&M.”

– Glenn Martens.

“I truly think this is one of the most creative collaborations we have ever done. Glenn is such a talent and a radical thinker and these are exceptional designs that play with archetypes and the very essence of what it means to get dressed each day. The campaign is so special – already iconic.”

– Ann-Sofie Johansson.

Humour is a central part of Martens’s work, and both the collection and campaign embrace wit and self-expression. For the campaign, Martens’s presents a twist on a family portrait, featuring a cast of characters that includes acting icons Joanna Lumley and Richard E. Grant, alongside various exciting new faces. The casting nods to Martens’s fascination with British humour, and the various UK references that run through the collection. The campaign and collection will be celebrated in a forthcoming London event, with more details to be announced shortly.

“It was great fun to be a part of Glenn Martens’s and H&M’s special family portrait. I always say that the best fashion is rule-breaking – people should wear whatever they want to wear – and I admire Glenn’s daring spirit and eye for twisting things in unusual ways.”

– Joanna Lumley

“What a special opportunity to team up with Glenn Martens, Joanna Lumley and H&M. I love the spirit of the collection – everyone can wear it in their own way and bring out their personality. The shoot was a riot! I enjoyed playing the patriarch of this stylish and yet motley crew!”

– Richard E. Grant

H&M Glenn Martens launches in selected stores and online at hm.com from 30 October.

Read more about the collection here.

Categories
FASHION NEWSROOM

H&M ADORABLES: TEXTURED KNITS AND SOFT LAYERS

Earthy browns, mossy greens and heathered pinks ground the colour palette, while hints of shine and colour give a pop of brightness. Key pieces include cable knit, boucle, marl or structured knit jumpers, knitted dresses with ruffles or embroidery, coordinating sets and statement outerwear. Check patterns and beautiful floral prints are set against soft utilitarian details and folkloric embellishments.

“We brought out the best of autumn for this H&M Adorables collection through the wonder of wool, crafted details and cosy textures. Everything has an emphasis on tactility that really puts the spotlight on the premium materials we use. Each piece is soft on the skin and will last longer – and because of their timeless designs, be loved for a long time,”

says Sofia Löfstedt, Head of Kidswear Design at H&M.

About H&M Adorables

Launched in 2024, H&M Adorables is a line of premium-quality clothing and accessories crafted with care and designed with longevity in mind. The label spans curated newborn essentials and gifts, timeless babywear foundational pieces, and refined kidswear wardrobe favourites to be handed down through generations. The line is built on a foundation collection, revitalised with seasonal drops throughout the year.

Categories
EVENT NEWSROOM

H&M AND GLENN MARTENS CELEBRATED THEIR COLLABORATION IN LONDON WITH A TWISTED TAKE ON THE HOUSE PARTY

Held at the historic Skinners Hall – an elegant guild house built in 1670 – the event was a celebration of the spirit of self-expression that underpins the collection. The themes of British humour and heritage that defines the collection’s campaign, starring UK comedic icons Joanna Lumley and Richard E. Grant, dictated the mood. The evening began with a pre-cocktail celebration, before guests moved to the Great Hall for dancing, where an eclectic cross generational crowd came together amidst the historic portraits on a retro-light up dancefloor. Classic British party snacks and an array of sparkling tinsel curtains offered homages to the decadent dishevelment of DIY country house celebrations, all while kept energy levels high.

“I’ve always said that the pieces in this collection are like a family. So it was great to see them all come to life on guests on the dance floor and around this amazing building. The event felt like something from a movie – decadent, playful, with something new and exciting around every corner.”

– Glenn Martens

“We knew this party had to be something special! The campaign and collection are so playful, so witty, and this event was exactly that. Everyone was on the dancefloor, and the blend of the history of the location with the modernity of the collection brought a very special atmosphere,”

– Ann-Sofie Johansson, Head of Design and Creative Advisor at H&M.

H&M Glenn Martens launches in selected stores and at hm.com from 30 October.