Category: EVENT

Last night’s event marked the French stop of a worldwide series of events to celebrate H&M’s vision for future of fashion. French superstar Yseult gave an iconic live performance, bringing global artists Pabllo Vittar and Sevdaliza on stage for their hit Alibi. The night continued with a landmark performance by rap icon OFFSET, featuring some of his biggest tracks. Guests also enjoyed DJ sets from SG Lewis, salute and Kampire.

“I loved that this incredible night was open to all. The crowd was on fire. And to be performing with my girls Sevdaliza and Pabllo in Paris – it was a special moment.”

– Yseult 

YOYO, a nightlife destination built within the former auditoriums of the storied French Cinematheque, was transformed into an immersive, experiential club space for guests to celebrate the H&M Studio Holiday Capsule collection ahead of its release.

“Paris comes alive at night! To be here in the city of lights with Yseult and OFFSET and so many other amazing talents and friends, all dressed in the H&M Studio Holiday Capsule, was a joy. H&M is all about bringing people together and this event was a really memorable moment.”

– Kathrin Deutsch, designer H&M Studio

The H&M Studio Holiday Capsule collection offers a modernised take on after-dark dressing. It is self-assured, festive and sharply contemporary. This season’s collection contrasts classic tailoring with sinuous, elegant gowns, to create an interplay between masculine and feminine. The collection’s sharp lines are accented with tinsel trimmings and off-beat, characterful details for a vision of style that is both elegant and confident.

The event was part of a worldwide programme of events to celebrate H&M’s vision for the past, present, and future of fashion. Other events have taken place in style capitals around the globe, from London to Berlin, with each drawing on the unique character and culture of its host city. In keeping with H&M’s spirit of openness, the tour has been opened up to all – with customers invited to sign up for event access through social media.

The H&M Studio Holiday Capsule collection launches in selected H&M stores and at hm.com from 21 November. Eight pieces from the collection will be available for rental, with some issued in unique-to-rental colourways.

“We’re always thrilled to be in Paris, and sharing our collection here during fashion week makes it feel extra special. The support we received last night was incredible,”

says Ann-Sofie Johansson, Creative Advisor Womenswear.

The space in the Marais neighbourhood of Paris was the ideal backdrop for the modern energy of the H&M Studio SS25 collection. Guests excitedly moved between the different sets, each based on individual office environments like reception, photocopier room as well as a mini gym. Pieces that effortlessly merged the look of city pavements and poolside parties could be seen throughout, with strong shoulders, a focus on the waistline and sporty details shining through. Even the drinks and nibbles exuded fabulous fun, while a beauty pop-up served looks, too.

“It was important for tonight’s cocktail party to mirror the sense of confidence in the SS25 collection. From the strong silhouettes with elevated denim to the leather pieces and statement dresses, you could see how our take on modern dressing works in Paris – and beyond,”

says Linda Wikell, designer H&M Studio.

Guests including Tyla, Amelia Gray, Dakota Fanning, Lisa Rinna, Amelia Dimoldenberg, Dixie D’Amelio and Barbie Ferreira took in the atmosphere as the music set the tone for a night of style and sound.

“Last night was really special. The energy was just right, the vibe was EVERYTHING”

– Doechii

The event paid homage to the heritage and resilience of Los Angeles, while spotlighting the city’s influence on film, music, art and fashion. It united icons with emerging stars, highlighting H&M’s passion for uplifting both established and developing talent, as well as global and local voices. Food and drink partners, including In-N-Out, Pink’s Hot Dogs and Kogi BBQ Tacos, continued the tribute to Los Angeles’ iconic culture.

“All of us at H&M wanted this event to be a love letter to the people and city of LA. This one-of-a-kind festival is a celebration of fashion, music, joy, and community – the very heart of what H&M is all about.”

– Jörgen Andersson, Chief Creative Officer, H&M

The H&M&LA festival was open to all, via social media sign-ups. It continued the spectacular run of open-access celebrations that H&M pioneered last year with a series of global mega-happenings that encompassed a Times Square take-over and various concerts in cities such as London, Paris and Stockholm. H&M is known for its rich history of musical collaborations, and this festival continued that legacy by inviting guests to immerse themselves in sound across two separate stages and a special club, all while exploring a visual world of cinematic moments and digital displays.

The event marks the arrival of the second chapter of the ethereally bohemian S/S 2025 collection. The collection nods to the history of music, evoking the romantic sheers of festival style icons, the eclecticism of rock and roll fashion, and the vintage allure of Glam Rock and New Romantic styling. The second chapter blends these references with a romantic minimalism, bringing clean lines and a sun-kissed palette. The collection will be available online and in stores from 10 april.

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.

H &M&SP was more than a launch – it was a moment of connection, creativity, and celebration. Set against the pulse of São Paulo, the night embodied the spirit of H&M’s “Beats of Brasil” campaign, blending fashion, dance and music to honor Brazil’s rich cultural tapestry. The lineup brought together legendary voices and rising stars, reflecting the diversity and dynamic of the country.

“We’re thrilled to launch in Brazil and what better way to celebrate the beginning of a love story than with music in São Paulo – a unique melting pot of sounds, style and creative expression. Fashion and music are powerful forces, and we love bringing them together,”

says Jörgen Andersson, H&M’s Chief Creative Officer.

Tyla – the star of H&M’s S/S 2025 campaign – was the headliner alongside H&M’s “Beats of Brasil” campaign stars Gilberto Gil, Anitta and Agnes Nunes. Together, they had the crowd of 3 000 people dancing and singing along, joined by Naomi Campbell and iconic Brazilian guests like Adriana Lima, Isabeli Fontana, Carol Trentini, Fernanda Motta, Valentina Sampaio and Pabllo Vittar.

“Brazil feels like a second home to me, the country has this incredible energy that just pulls you in. Performing at H&M&SP in São Paulo felt like a dream – everyone was dancing, vibing, and celebrating together. I felt deeply connected to the people and the moment. I love how music and fashion can bring people from different worlds into one shared experience. That’s what this night was all about,”

says Tyla.

“The beauty of Brazil is in our mix of people, rhythms, colors, and stories. Being a part of H&M&SP, which celebrates diversity and encourages self-expression, whilst taking responsibility with an open ear, is a huge honour. Fashion should reflect the times we’re living in, and I’m happy to see a global brand arriving in Brazil with that kind of sensitivity,”

says Anitta

H&M opens its first store in Brazil in the São Paulo shopping mall Iguatemi on August 23rd at 11.00 AM as well as online shopping at hm.com.br.