H&M A/W 2025
Author: Presssite Dev
H&M A/W 2025
H&M A/W 2025
Evelina Kravaev Soderberg , Head of Design H&M Home
On 18 September, H&M unveiled its A/W 2025 collections at a genre-defying London Fashion Week event at 180 The Strand. A spectacular cast of 70 models – a blend of emerging and iconic talent – wore H&M looks in a pioneering show that blended style and sound, physical and digital, backstage and show-stopping entertainment. British musical talent Lola Young performed for a crowd that included Central Cee, Little Simz, ASAP Nast, Emily Ratajkowski, Gabbriette, Adwoa Aboah and Lennon and Anaïs Gallagher on the front row.
Seating 700 guests, H&M&180: The London Issue was part runway, part concert, part living magazine. Set in the architecturally striking courtyard of the 180 complex, models were surrounded by monumental screens and a dynamic soundscape, bringing energy and movement to disrupt the expected catwalk experience. The cast included Romeo Beckham, Sora Choi, Alex Consani, Paloma Elsesser, Amelia Gray, Iris Law and Lila Moss.
The directional H&M Studio line opened the show, with models finding themselves in the brutalist, tropical landscape that inspired the collection: the opening look, modelled by Jacqui Hooper, featured sharp tailoring, while Amelia Gray wore a full H&M Studio look featuring thigh high boots and a bold shearling jacket.
“I love being with my H&M family, and to be in London, a city with such character and street style, it felt perfect for this collection. I loved my look”
– Amelia Gray.
A dynamic second act showcased the first chapter of H&M A/W25, drawing inspiration from both Britpop and the cultural revolution of the late 90s with Lola Young making her runway debut wearing a leather jacket, pleated skirt and high-shaft boots from the collection.
For the third act, 90s rebellion gave way to sleeker, sultrier urban evenings as the second chapter of H&M A/W25 was unveiled for the first time. Underlining the show’s blurring of the physical and digital, streamer Marlon Lundgren Garcia left his seat on the front row to walk the runway wearing a wool coat and pinstriped blazer from the elevated menswear line H&M Atelier, which was mixed in across the show, alongside boots from the H&M Studio line. It was one of many unexpected moments of the show. For the finale, Lola Young emerged from beneath the show space to perform her hit songs ‘Messy’ and ‘d£aler’, wearing a grey blazer, tie, striped shirt and mini skirt from the H&M A/W25 collection.
“London is my home, the city where I found my voice, so it was very special to be performing here for H&M at an event that was all about style and self-expression.”
– Lola Young
H&M&180: The London Issue united figures from across the fashion community, including legendary editor Katie Grand, creative consultant on the show, and acclaimed stylist Jacob K, who created the runway looks. The day began with a series of panel talks and workshops, curated by Grand and the Perfect Magazine team. Attended by industry figures, students and fashion enthusiasts, the talks were chaired by Perfect’s Edward Buchanan and covered topics relating to fashion and creativity. Panellists included digital fashion writer Susie Lau, model Amelia Gray, Central Saint Martins course leader David Kappo and filmmaker Aidan Zamiri, amongst others. A workshop with legendary photographer Sølve Sundsbø gave attendees a behind-the-scenes look at the fashion image-making process in the modern era, pre-empting the mood of openness and creativity that defined the evening’s show. Finally, an after-party featuring DJs Honey Dijon, Pxssy Palace and Miss Jason allowed guests to continue the celebration of style and sound. In H&M’s spirit of inclusivity and openness, The London Issue was open to members of the public via social media sign-ups.
“The A/W 25 collections are some of our strongest ever – they are a tribute to self-expression and personal style. So all of us at H&M were thrilled to light up London with a celebration of creativity in all its guises: from style through to sound and movement. We were honoured to be joined by so many amazing talents.”
– Ann-Sofie Johansson, Head Designer & Creative Advisor H&M.
H&M&180: The London Issue
Creative Direction & Production: Kennedy
Creative Consultant: Katie Grand
Styling: Jacob Kjeldgaard
Music: 2ManyDJs
Scenography & Lighting: Matiere Noire
Animation: Special Offer
Casting: Piergiorgio Del Moro
Movement: Harry Alexander
Makeup: Lucy Bridge
Hair: Damien Boissinot
Nails: Ama Quashie
PR: KCD Worldwide
Categories
H&M&180 THE LONDON ISSUE
On 18 September, H&M unveiled its A/W 2025 collections at a genre-defying London Fashion Week event at 180 The Strand. A spectacular cast of 70 models – a blend of emerging and iconic talent – wore H&M looks in a pioneering show that blended style and sound, physical and digital, backstage and show-stopping entertainment. British musical talent Lola Young performed for a crowd that included Central Cee, Little Simz, ASAP Nast, Emily Ratajkowski, Gabbriette, Adwoa Aboah and Lennon and Anaïs Gallagher on the front row.
Keeping our energy for exercise high while the light gets low is a struggle for every runner, gym-goer, or trainer. H&M Move knows this and is releasing a collection to help us all keep our heart rates and spirits up this season.
Timeless classics get H&M Move’s trademarked technical approach in its Autumn training collection: a range of sports styles focused on meeting the needs of modern gym and exercise lifestyles at this transitional time of year. Built around a bold and masculine colour narrative of off-whites, blues, burgundies and more, the capsule features stand-out tracksuits, long-sleeved tops, shorts, and tees with breathability-enhancing holes integrated into their knit structures. What’s more, the brand’s own DryMove™ technology is featured throughout, offering exceptional comfort and moisture-wicking capabilities when the going gets tough on laps, routines, and machines alike.
“I’m really proud of this collection,”
says Andreas Halden, Collection designer at H&M Move.
“We’ve taken timeless training staples and elevated them with bold design and our signature DryMove™ technology. The range is built to support movement in every form, whether you’re hitting the gym or simply staying active through the season. It’s functional, it’s stylish, it’s soft to the touch, and it’s designed to keep energy high even as the days grow darker.”
The collection for men will be available in selected H&M stores and online from 25th September.
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.
To celebrate this exciting milestone, H&M rolled out the red carpet and gave exclusive offers throughout the opening weekend such as: exclusive beauty goodie bags to the first 600 customers, complimentary breakfast for those who waited in line, 20% off on H&M products for members on the opening day and exclusive beauty offers throughout the weekend.
“We are thrilled to introduce our very first beauty destination in Finland in Forum – bringing a strong assortment with premium brands that perfectly complements our fashion selection and encourages self expression for everyone. Our ambition is to inspire every customer, whether shopping in-store or online, to leave with a complete look where fashion and beauty come together seamlessly. This marks an exciting new chapter and a whole new experience,”
Catherine Wigzell, General Manager at H&M Beauty.
But the celebration doesn´t stop at the new flagship store. Alongside the launch of the new H&M beauty store, H&M is unveiled a new online beauty universe, featuring a curated selection of over 80 external beauty brands. This digital destination offers everything from cult favorites to emerging gems, making beauty more accessible than ever.
On October 16, H&M will launch its latest collaboration with the celebrated Mexican fashion designer Lorena Saravia. The collection showcases the designer’s signature sensibility, characterized by an empowering, contemporary spirit and a deep connection to her heritage. Available in select stores and online at hm.com on October 16, 2025.
“When I began my brand, I wanted to create something distinctly Mexican that embodied quality, impeccable cut, and contemporary style for the modern woman. Mexico is often seen as a macho society, but women have always been a formidable force. My hope is that every woman who wears my designs feels inspired and empowered,”
says Lorena Saravia.
Explored through the lens of her personal and cultural heritage, Lorena Saravia crafts a highly versatile wardrobe, including some of her most covetable signature styles. The 29-piece collection balances the strength of structured silhouettes, such as Lorena’s best-selling denim jacket and denim chaps, with sensual evening styles, including draped blouses and backless gowns. Urban and versatile, an undeniable tribute to Mexico plays out in the workwear fabrics, craft-like details, and cowboy boots – not to mention a colour palette awash in poetic desert hues.
“What I admire most about Lorena is how she masterfully draws from her heritage and Mexican craftsmanship to create something fresh, original, and truly her own. Overall, there is a beautiful connection to the land, blended with contemporary elegance,”
says Ann-Sofie Johansson, creative advisor at H&M.
Accessories layer the collection with stories and character. Lorena’s grandmother’s lion earrings served as the model for the earrings and buttons, while the brown suede cowboy boots, broad-brimmed hat and decorative belt add unmistakable flair.
The Lorena Saravia H&M collection will be available in selected stores and online at hm.com on October 16, 2025.
“When I began my brand, I wanted to create something distinctly Mexican that embodied quality, impeccable cut, and contemporary style for the modern woman. Mexico is often seen as a macho society, but women have always been a formidable force. My hope is that every woman who wears my designs feels inspired and empowered,”
says Lorena Saravia.
Explored through the lens of her personal and cultural heritage, Lorena Saravia crafts a highly versatile wardrobe, including some of her most covetable signature styles. The 29-piece collection balances the strength of structured silhouettes, such as Lorena’s best-selling denim jacket and denim chaps, with sensual evening styles, including draped blouses and backless gowns. Urban and versatile, an undeniable tribute to Mexico plays out in the workwear fabrics, craft-like details, and cowboy boots – not to mention a colour palette awash in poetic desert hues.
“What I admire most about Lorena is how she masterfully draws from her heritage and Mexican craftsmanship to create something fresh, original, and truly her own. Overall, there is a beautiful connection to the land, blended with contemporary elegance,”
says Ann-Sofie Johansson, creative advisor at H&M.
Accessories layer the collection with stories and character. Lorena’s grandmother’s lion earrings served as the model for the earrings and buttons, while the brown suede cowboy boots, broad-brimmed hat and decorative belt add unmistakable flair.
The Lorena Saravia H&M collection will be available in selected stores and online at hm.com on October 16, 2025.