Category: NEWSROOM

“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