Category: FASHION

H &M Studio Essentials was created to fill the need for wardrobe fundamentals. Driven by quality and fashion-forward thinking, the collections will be developed by the same in-house design team as H&M Studio. Essentials will always have classic pieces like tailoring and shirting that can be worn with anything, featuring those Studio design twists. For A/W 2025, strong silhouettes and comfort are key, with bold shoulders on a coat, blazer and leather jacket, cosy knit jumpers, and straight leg jeans and trousers taking centre stage.

“H&M Studio Essentials is all about those foundational wardrobe pieces like a tailored blazer, leather jacket, oversized shirt or jeans, done in thoughtful and directional way. There are notable design touches like straight shoulders, deep dip hems and textured seams. It’s all so wearable, but with an edge,”

says Shena Nordeus, collection designer H&M Studio

Through these connections, the H&M Studio AW25 collection embraces new possibilities and the rawness of materials – exposed linings, seams and closures on dresses, knits, leggings and outerwear. While raw edges, peplum details, draped backs and visible zippers emphasise the construction of jackets, blouses and trouser.

The key pieces range from tailored, like a masculine blazer with black front and dark grey contrasting material on the back with matching skirt, a sequin pencil skirt with mesh panels, and long, lean black wool trousers, to laidback, with a brown denim jacket and jean set, an apron and slip dress combo that can be worn separately, and a lightweight nylon jacket with a balloon shape.

Materials like wool, shearling, denim and nylon are celebrated in their pure form. The colour palette of brown, rust, navy, black and concrete grey is a nod to Brutalism, while the accent colours of red, lingerie pink, fog blue and sky blue, plus a vintage floral print, inject a vibrant creative energy. Accessories include dark brown leather heeled Wader boots with removable buckles, a big, slouchy and soft burgundy leather bag, fog blue leather gloves and statement ear cuffs.

“Complexity wins over complication for AW25, where we draw on the tropical brutalism of São Paulo and the minimalism of Stockholm to create strong silhouettes. There’s also a femininity to the collection that’s both strict and tender – an expression of the multifaceted woman of today who’s constantly exploring new ground,”

says Linda Wikell, concept designer at H&M Studio.

“ATELIER Autumn-Winter 2025 plays with workwear codes and classic menswear references, as well as infusing the season with something more opulent. I really love the ease with which this collection brings contrasting elements together,”

says Ana Hernández, Menswear Designer at H&M Atelier.

 A play of proportion between volume and length creates a relaxed silhouette.  A broad-shouldered, long wool overcoat sits alongside a short, padded utility jacket recast in quality cotton velvet — both in a perfect shade of winter brown — and a cotton canvas workwear jacket with a contrast velvet collar. Pinstripe suiting is cut long and slightly oversized, as are the new season trouser shapes, in denim, cotton and velvet, all of which stack at the ankle — an ideal length for the new season’s leather boot.

The art of layering remains central, as overshirts in velvet, denim, and fine wool checks add colour and texture to core cotton and jersey shapes. Fabrics that invite touch — from those woven in Italian mills to supple velvet, dense cotton, washed canvas, and wool knitwear — enhance the effect.

The new H&M Atelier Autumn-Winter 2025 collection will be available in selected H&M stores worldwide and online from 2 October 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.

An extraordinary team of visionary creatives will come together to curate the happening, including figures who are shaping the landscape of contemporary fashion: from legendary editor Katie Grand through to acclaimed stylist Jacob K. Other collaborations from across the culture sphere include movement direction by Harry Alexander; lighting and spatial design by Matiere Noire, with show visuals by the creative studio Special Offer and musical direction from electronic music producers David and Stephen Dewaele, of Soulwax & 2manydjs. The London Issue has been spearheaded by the creative agency, Kennedy. Talent for the show will include Alex Consani, Paloma Elsesser, Amelia Gray, Angelina Kendall and Sora Choi.

H&M believes in providing a stage for creativity in all its guises. We are thrilled to be collaborating with so many industry leaders and incredible creative forces who are defining self-expression and ground-breaking style,

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

In keeping with the spirit of inclusivity and collaboration that has always defined H&M, The London Issue – like the majority of H&M’s recent events – will be open to members of the public. Tickets to a daytime programme of fashion talks and workshops curated by Perfect Magazine, as well as the hybrid show, will be available through sign-up links in social media.

H&M A/W25 consists of two drops with the first chapter looking to the cultural revolution of late 90s Britain when a range of boundary-defying creatives, artists, musicians and styleicons redefined self-expression and attitude. Models of the moment Mona Tougaard, Vittoria Ceretti, Alex Consani, Sora Choi and Angelina Kendall front the campaign, styled by Jacob K and shot in London by Anthony Seklaoui and Mitch Ryan.

-The A/W25 collection is rich in references: from Britpop through to 90s high fashion icons and leaders. It’s a celebration of culture, style, sound, art, and London’s rule-breaking spirit. And since Brit style was all over our mood-board, it’s perfect that this special celebration is taking place at London Fashion Week,

says Eliana Masgalos, Designer H&M Womenswear.

Both A/W 25 collection chapters will be showcased at the LFW event alongside the directional H&M Studio line and elevated menswear label H&M Atelier. The event marks a bold return to London Fashion Week, firmly spotlighting the strength of H&M collections. It also continues the special run of mega events that H&M has hosted all around the world over the past year, including a LA festival, to celebrate the S/S season, and one-off performances by iconic musicians in New York and London.

The first chapter of H&M’s A/W25 collection will be available online and in store from 12 September 2025. The London Issue takes place on 18 September at 180 The Strand. Follow @hm for updates and to sign up for tickets.

H&M&180: The London Issue

Creative Direction: Katie Grand

Styling: Jacob Kjeldgaard

Casting: Piergiorgio Del Moro

Movement Direction: Harry Alexander

Makeup Artist: Lucy Bridge

Hair Stylist: Damien Boissinot

Nail Artist: Ama Quashie

Score / Music: 2ManyDJs

Lighting Design: Matiere Noire

Animation: Special Offer

Creative & Production Agency: Kennedy

PR: KCD Worldwide

Talks & workshops curated by Perfect Magazine.

H &M A/W 2025 chapter two embraces neon noir and cinematic enigmas, bringing a slick mood of evening sophistication. Drawing inspiration from urban evenings, there are bold silhouettes in leather and faux fur, alongside power tailoring and slinky slip dresses.

The collection spotlights self-expression by framing style as something powered from within: it’s not what you wear, it’s how you wear it.

“We designed this collection in terms of a day in the big city, where you need to adjust your outfit on the go. The focus is versatile pieces, with a cool twist, that can be adapted from morning to evening, light to dark, mood to mood. This chapter brings glamour, sensuality, and individuality.”

says Eliana Masgalos, Design Lead at Womenswear Edition and Campaign collections

Each piece reflects the creativity and individuality that defined H&M’s hybrid fashion show at London Fashion Week on 18 September, with the collection showcased in the final act of the runway show. The event saw Romeo Beckham, Paloma Elsesser, Amelia Gray and Lila Moss walk the runway and was attended by Little Simz, ASAP Nast, Emily Ratajkowski, Gabbriette, Adwoa Aboah and Lennon and Anaïs Gallagher.

Shot on the street, and full of life, motion and confident energy, the collection’s campaign features Mona Tougaard, Vittoria Ceretti, Alex Consani, Sora Choi and Angelina Kendall. The campaign, which moves from day to night, like the collection, was shot by Anthony Seklaoui and is accompanied by a film by Mitch Ryan.

H &M put the focus on the moments in between the shows, where models dash from fitting to fitting, backstage to backstage, in self-styled looks that let their own personalities shine, marking a brief interlude when they are allowed to be themselves. Each talent was given free rein to craft their own looks from H&M’s A/W25 collections, and several models sported a customised mini-me doll, replicating her unique look, as a playful bag charm, putting the spotlight firmly on each model’s distinct style language.

In Betweens looks:

• Jacqui Hooper – Beige canvas workwear jacket from menswear line H&M Atelier and coated jeans, oversized striped shirt and kitten-heeled black leather boots from H&M A/W25.
• Awar Odhiang – Dark brown faux fur coat from H&M A/W 25, loose-fit sports joggers from H&M Move and H&M brown oval sunglasses.
• Mona Tougaard – Leather jacket, checked shirt and ribbed t-shirt from H&M Atelier, black crocodile-patterned tote from H&M A/W 25, stainless steel sunglasses from H&M Studio and black H&M loafers.
• Sora Choi – Black strappy lace dress and knee-high zip-detail black biker boots from H&M A/W 25.
• Diane Chu – Brown denim coated jacket with matching jeans from H&M Studio.
• Maty Fall – Black leather and suede mini skirt from H&M A/W 25 with a brushed workwear jacket from H&M Atelier.
• Mariacarla Boscono – Oversized bomber jacket, belted leather-look pleated skirt and heeled leather slingbacks from H&M A/W 25.
• Vittoria Ceretti – Strappy lace-detail top, double-breasted blazer and black leather trousers from H&M A/W 25, brushed overshirt from H&M Atelier.
• Alex Consani – Sheer bead-trimmed net top and coated over-the-knee boots from the A/W 25 collection, a dusty green washed bomber from the H&M menswear line.
• Paloma Elsesser – Midi length black leather coat, beige lace-trim satin mini dress and leopard-print bag from H&M A/W 25, cargo trousers from H&M Atelier and H&M black suede mules and silver rings.

“During fashion week, I always get excited to see the looks the models are wearing in between shows, when they get to be themselves. That authenticity is so inspiring. This project celebrates that ethos by spotlighting individual style and creativity, getting to the very core of what we do at H&M”

– Eliana Masgalos, Design Lead H&M Womenswear.

To continue the spirit of openness that defines this project, images from the activation will be shared via wild posters in LA and New York, pop-up “news-stands” across Paris launching from 10 October, and social content spread in real time during Paris Fashion Week. This is all part of H&M’s effort to bring the models’ own style to a global audience.

H&M’s history has centred on democratising style and design. H&M’s history is on the high street, amongst customers who bring diversity to the style conversation. H&M is upturning the idea of the runway, by celebrating the real, raw moments in between the catwalk choreography.

In Betweens is the latest step in a pioneering run of activations from H&M that have opened fashion events beyond insiders: liberating fashion for the many. Others include a genre-defying fashion show at London Fashion Week that was part runway, part concert, part living magazine with tickets available to the public, a LA festival celebrating the S/S season, and one-off -performances by iconic musicians.

Photographers: Melodie Jeng and Adam Katz Sinding

Director: Robbie Mailer Howart

For a full range of products and more information around the activity, please source Studio Destination

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.

For summer 2025, H&M goes on a deeply personal and creative journey with Mia Regan to co-design a wardrobe for vacations and fun times. The British model and content creator approaches fashion, beauty, music and nature in a unique way, and brought everything from her own hand-drawn illustrations to instinctive style to designing the capsule collection. The H&M and Mia Regan co-creation will be available at hm.com from July 17th.

“I’ve built my dream summer wardrobe for the H&M customer, drawing inspiration from my travels to bohemian Ibiza, dancing at British festivals, retro movies, and sun-soaked European holidays with friends. Some of the illustrations in this collection come directly from my own film photos – those that have followed me for a while know that I love photography!”

says Mia Regan.

A longtime friend and collaborator, Mia’s collection with H&M came naturally. She was involved at every step of the design process, from first concepts to final fittings, sharing moodboards, silhouette ideas, design details and colour palettes along the way. With illustrations based on her trips around the world, these personal touches not only highlight Mia’s creativity, but also make the collaboration feel more special.

The collection includes a range of slip dresses, knit separates, cargo trousers, capris, shorts, skirts, swimwear and tops with slouchy bags, a rope belt and printed scarves in a colour palette of sunny yellow, earthy tones and silver. There are asymmetric shapes and utilitarian references with playful detailing that reflect Mia’s favourite wardrobe pieces, but also come together with purpose. Key pieces include a yellow bias-cut slip dress with a crisscross back, a silver lurex knitted set of twisted top and skirt with asymmetric hems and tie-up closures, a pair of capris with asymmetric cargo pockets and utilitarian details, and a taupe sleeves maxi-dress with tie-up sides and an illustrated star on the front.

“Mia’s style is eclectic – she has a great eye for details and very instinctive way of mixing different elements. She wanted an ease in the collection that reflected her own style, which is unpretentious, fun and full of positive energy. It was so inspiring to see how this good friend of the brand explored her creativity through the whole design process”

says Ann-Sofie Johansson, creative advisor and head of design womenswear at H&M.

“Working closely with H&M’s hugely talented design team has been an incredible experience. When they approached me about designing this collection, I was beyond excited and flattered. It’s been an amazing opportunity to bring my vision to life and create something I hope people will love”

says Mia Regan.