Archives: Newsrooms

The 28-piece capsule features down-filled outerwear, striking separates, knitwear and winter-ready accessories that exude fierce glamour. The designs are a nod to Perfect Moment’s performance-led skiwear, while the mix- and-match approach means the collection can go from the chalet to the city in a flash.

‘’We’ve loved translating our distinct brand DNA into a perfect Apres-Ski capsule for H&M. Working with the teams in Stockholm has been a highlight – moments to remember for sure. I can’t wait to see our joint community of Moment Makers now bring it all to life’’,

Jane Gottschalk, Creative Director and Founder of Perfect Moment.

“We’re thrilled to be collaborating with Perfect Moment on this winter collection – it’s unexpected, dynamic, and sure to spark excitement. The silhouettes are glamorous yet laid-back – just like après-ski – but also has a real edge with the leather, faux fur and textured knits,”

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

Key pieces include a burgundy faux fur down-filled puffer jacket with a hood that hits just above the hips, a black and white star-print puffer jacket with a jacquard belt, burgundy leather trousers based on ski pants with a subtle bootcut and zips up the calves, a loop knit cardigan with striped knit trims, and a matching burgundy knitted set of button top and shorts. For accessories, there are faux fur tall moon boots, padded short moon boots, hats with pom-poms, wraparound sunglasses and an oversized star-print wool and mohair scarf.

The colour palette draws on Perfect Moment’s iconic use of black, white and silver, and introduces a decadent burgundy and icy blue as a contrast. Materials include faux fur, leather, lurex knit, merino wool, mohair and cashmere blends. Prints are a play on Perfect Moment’s logo – the North Star – which also feature on each piece as a mark of distinction. Details like oversized hoods, toggles at waist to cinch in if desired, jacquard trims and pom-poms balance function and style.

Perfect Moment H&M will be available in selected stores and at hm.com from 2 December.

Standout pieces include a black embellished velvet kimono-style jacket with matching trousers, a black open-back sleeveless satin top with velvet tie at the neck and sheer balloon trousers with velvet side panels, a range of decadent draped dresses and tops, and a sharp double-breasted black tuxedo with a black waterfall bandeau top.

“There’s a real party mood this holiday season, but in a more lavish, sensual way. Everything feels elevated – luxe fabrics like velvet, satin, faux fur and leather, elaborate draping, slim suits and hyper-textured knits. The look is powerful and exquisite at the same time. Each piece from the collection is worthy of a moment,” 

says Eliana Masgalos Duarte, Womenswear Design Director at H&M.  

The colour palette is rich and restrained with black, white, grey, browns, burgundy and mossy greens. Textures are key, from luxe velvet, lurex and sequins in new techniques to faux fur, shearling, leather, and brushed knits, loop knits and tassels.
For accessories, faux fur reigns supreme, from bags and shoes to hats, while jewellery is big and bold.

For the Holiday 2025 menswear, there’s a similar confidence and opulence, though more relaxed in silhouette. Sartorial ease comes in the form of hairy textures, subtle sheen and velvet touch denim. Key pieces include a statement parka, a washed shearling jacket, cosy heritage knits and boxy pinstripe suits with drapey shirts. The blend of timeless craftsmanship and modern versatility makes the collection smart and stylish.

Earthy browns, mossy greens and heathered pinks ground the colour palette, while hints of shine and colour give a pop of brightness. Key pieces include cable knit, boucle, marl or structured knit jumpers, knitted dresses with ruffles or embroidery, coordinating sets and statement outerwear. Check patterns and beautiful floral prints are set against soft utilitarian details and folkloric embellishments.

“We brought out the best of autumn for this H&M Adorables collection through the wonder of wool, crafted details and cosy textures. Everything has an emphasis on tactility that really puts the spotlight on the premium materials we use. Each piece is soft on the skin and will last longer – and because of their timeless designs, be loved for a long time,”

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

About H&M Adorables

Launched in 2024, H&M Adorables is a 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.

H &M is proud to reveal for the first time the hotly anticipated H&M Glenn Martens collection.

The Belgium fashion designer is defining the landscape of contemporary fashion, and this new collaboration offers a broad range of customers the chance to access never-before-seen designs alongside Martens’s signatures.

Martens’s work has long pushed the boundaries of fashion and this partnership with H&M shows his interest in democratizing fashion for the many. Now, revealed for the first time, is the full collection: a diverse and versatile range of products that combines womenswear, menswear, unisex pieces and accessories.

The collection twists clothing archetypes into new and unexpected forms. The deeply researched process saw Martens explore H&M’s archive, to select a range of key pieces that consumers adore, from best-selling t-shirts to must-have checked shirts, bomber jackets and jeans. Each is reimagined as an extraordinary newly-designed piece, which play with trompe-l’œil and customization. Many can be transformed by the wearer thanks to the use of reshaping techniques such as foil and wiring to create sculptural forms.

The collection also pays tribute to Martens’s journey as a designer, and his iconic work for Y/Project, with various pieces in the collection – from boots through to prints – nodding to key archival designs.

“I see this collection as a big family of garments, all of which have multiple purposes and personalities: like people, they grow and change each day. I am always interested in the clothes that we really live in: and the idea of archetypes and wardrobe staples was the starting point for this very special and joyful project with H&M.”

– Glenn Martens.

“I truly think this is one of the most creative collaborations we have ever done. Glenn is such a talent and a radical thinker and these are exceptional designs that play with archetypes and the very essence of what it means to get dressed each day. The campaign is so special – already iconic.”

– Ann-Sofie Johansson.

Humour is a central part of Martens’s work, and both the collection and campaign embrace wit and self-expression. For the campaign, Martens’s presents a twist on a family portrait, featuring a cast of characters that includes acting icons Joanna Lumley and Richard E. Grant, alongside various exciting new faces. The casting nods to Martens’s fascination with British humour, and the various UK references that run through the collection. The campaign and collection will be celebrated in a forthcoming London event, with more details to be announced shortly.

“It was great fun to be a part of Glenn Martens’s and H&M’s special family portrait. I always say that the best fashion is rule-breaking – people should wear whatever they want to wear – and I admire Glenn’s daring spirit and eye for twisting things in unusual ways.”

– Joanna Lumley

“What a special opportunity to team up with Glenn Martens, Joanna Lumley and H&M. I love the spirit of the collection – everyone can wear it in their own way and bring out their personality. The shoot was a riot! I enjoyed playing the patriarch of this stylish and yet motley crew!”

– Richard E. Grant

H&M Glenn Martens launches in selected stores and online at hm.com from 30 October.

Read more about the collection here.

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