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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.

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.