Category: FASHION

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.

The colour palette is grounded in earthy neutrals like burnt sienna, clay, dusty pink and ecru, while red adds a vibrant pop. Key pieces include a zig-zag stripe crochet set of tank top and shorts with ruffle straps, a red short-sleeve romper and curved hem shorts, summer dresses with patchwork crochet top or embroidered details, and several matching short-sleeve shirt and shorts sets in soft knits or terrycloth. For accessories, there are fisherman-style sandals, crochet Alice band and bucket hats in linen or terrycloth.

“From the colours to the textures and craft details that feel homespun, we took our inspiration from retro summers for the latest H&M Adorables collection. Following those vibes, we created laidback designs in soft fabrics with little touches that make each piece special,”

says Sofia Löfstedt, Head of Design H&M Kids.

The Global Organic Textile Standard

The cotton used in the H&M Adorables collections is produced in accordance with the Global Organic Textile Standard (GOTS). Global Organic Textile Standard is a textile processing standard that sets requirements for its certified textile value chain. GOTS requirements cover social and environmental aspects, including e.g., workers’ rights and the use of organic fibres produced without synthetic pesticides, synthetic fertilisers, and other harmful chemicals.

About H&M Adorables

Launched in 2024, H&M Adorables is a new 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.

Each sculptural piece blends form and function, featuring intricate details that shape and flatter the body. Fierce cut-outs add edge and sophistication, striking a balance between daring and refined. Key pieces include a golden one-piece with high neck, criss-cross back and high-cut legs for a sunlit, opulent glow, a black, asymmetrical one-shoulder swimsuit with a dramatic twist, and a structured silver halterneck bikini that shimmers with every step. And for those finishing touches, there are black statement sunglasses with silver accents, bold sculptural earrings, a black sarong with metallic ornaments and a golden knit cover-up with twist details at the hips.

“With this H&M Studio Pre-Summer capsule, we wanted pieces that were sharp, glamorous and a bit unexpected. The way the swimsuits drape the body is sculptural, which we emphasised with cut-outs and ruching in places. There’s also a sophistication running through the collection that’s feminine, radiant and bold. It’s definitely statement-making”

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

Co-created with a dedicated team and accompanied by a behind the scenes film, H&M wants to show how generative AI can be used to amplify and elevate a creative process.

“We’re exploring emerging technologies like generative AI to amplify creativity and reimagine how we showcase fashion. The technology offers an opportunity to enhance storytelling and find new ways to connect with our customers, while staying true to H&M’s style-led, human-centric identity. We remain committed to empowering self-expression and liberate fashion for the many,”

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

“I am super excited to further explore AI in this way on the side of my own photography. It´s an interesting tool to add to our creative toolbox,”

says Johnny Kangasniemi, photographer.

“This is a great way to set a precedent for the future of AI. It´s professional, collaborative and transparent,”

says Vanessa Moody, model.

The first drop goes live on July 2nd, and during fall we will continue the exploration with several different expressions across different cities.

“It’s hard to imagine a better setting for our most premium childrenswear line than Galeries Lafayette Paris Haussmann, one of the most iconic fashion destinations in the world. We’re so excited about this partnership, and looking forward to introduce H&M Adorables to a whole new set of customers”

says Isabella Innergård, Managing Director H&M Kids.

Launched worldwide last October, H&M Adorables is a carefully crafted collection of clothes and accessories for children, designed with longevity in mind. The Galeries Lafayette store will stock a curated mix of seasonal pieces for kids and babies – the summer collection is inspired by a distinct retro resort vibe – alongside foundational items such as sets and rompers for newborns.

“With H&M Adorables we want to create pieces that can last through generations and be passed down from child to child. The collections are born from a timeless design philosophy, carefully crafted in quality materials like silk, wool and organic cotton. Parents will find enduring garments in beautiful fabrics that are both long lasting and very accessible”

says Sofia Löfstedt, Head of Design H&M Kids.

Created by H&M’s store design team, the shop-in-shop celebrates the enduring and tactile quality of natural materials, using a careful composition of wood, stone and textiles to create a refined backdrop for the collections. The space is split into two parts devoted to baby and kidswear respectively.

The H&M Adorables store launches at Galeries Lafayette Paris Haussmann on 12 June.

About H&M Adorables
Launched in 2024, H&M Adorables is a new 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.

About Galeries Lafayette
The world-famous Galeries Lafayette is the leading department store brand in France. It has dominated the fashion and retail event stage for the past 130 years, offering each visitor a unique shopping experience and ensuring that French and international customers can choose from a constantly fresh range of classic as well as more exclusive brands. Home to fashion, accessories, beauty, lifestyle, as well as a food hall and dining spaces, Galeries Lafayette enjoys a global reputation thanks to a network of 67 stores in France and worldwide, its e-commerce site, galerieslafayette.com, and its factory outlet business Galeries Lafayette L’Outlet.

Most of the colour palette comes from a neutral foundation with a range of blues from the denim, complemented by off-black, cream, browns, soft pinks and pops of colours for energy. Key pieces include jeans with wide legs, flared legs or a barrel shape, denim shirts, pointelle or rib knit sets, a quilted denim jacket, fleece crewnecks and workwear-inspired overshirts. Details like all-over floral print, embroidery, patch pockets, simple ruffles and waffle or rib textures lend charm and a stylish edge. Accessories include ballerina flats, retro trainers, oversized hair bows and bag charms.

“Back to School is always a special time of the year and this season, we wanted a collection that put denim centre stage. New fits in a variation of the season’s washes and looks have a laidback feel. Playful details and contrast colours bring fun and vibrant energy”

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

Key pieces include a buttery light brown suede jacket with a structured silhouette, a cosy brown cardigan that hugs the body by subtly twisting the knit, a knit melange jumper that can also be worn with the sleeves tied in front, and a sculptural dark navy flouncy mini-skirt. The loose denim jeans and sleeveless top have a mix of deep indigo and bleached patches for a contrast in texture. A delicate lace dress with asymmetric frill and printed mesh top with a lace pattern provide a feminine counterpart to the bold and sculpted pieces.

“The H&M Studio Pre-Fall 2025 capsule is tailored but with a lived-in feel, like it’s been effortlessly curated over time. Texture is important – we selected materials like leather and knits and combined them with denim and more ethereal lace and mesh. It’s this mix of elements that really make the capsule distinctive,”

says Kathrin Deutsch, collection designer H&M Studio.

H&M Atelier presents its first pre-fall collection — a smartly edited, transitional offer that continues to build upon and evolve the definition of essential menswear pieces. This season, H&M Atelier’s elevated yet street-smart ethos unfolds through a back-to-work lens, exploring a uniform-like versatility with a contemporary feel. Familiar business attire, such as suiting, striped shirts, and ties, gains new meaning when cast in relaxed, slightly oversized silhouettes that can be layered and worn with confidence. A distinct colour palette that effortlessly combines indigo rinse denim, warm camel, deep brown, grey, and an intriguing accent of bright turquoise blue is complemented by tactile, high-quality heritage fabrics that reflect the line’s refined aesthetic.

“We wanted to explore a mid-season offer of iconic wardrobe pieces for the fashion-aspiring man — that transitional moment after summer when work uniforms come back into play. We continued to revisit celebrated archetypes with a directional silhouette while harnessing intriguing fibres that bring an elevated tactility and texture,”

says Ana Hernández, Menswear Designer at H&M.

Sartorial codes remain essential in the H&M Atelier offer, expressed through a relaxed, dry wool grey suit designed to be integrated into a wardrobe but broken up for a modern look, striped crisp cotton shirting in unexpected hues, and even a woven tie. More understated silhouettes feature roomy corduroy pants or denim paired with knitwear worn on its own, including V-neck collared sweaters with ribbed trims, and a coordinating snug-fitting vest and boxy structured knit cardigan. Signature craft-like details are evident in the embroidered monogram pockets, cuff buttons, and the lived-in feel and treatment of the new season’s leather jacket.

The new H&M Atelier Pre-Fall 2025 collection will be available exclusively online from August 21, 2025.

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.