Eliana Masgalos, Campaign Design Lead H&M
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.
“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.
Jorgen Andersson, Chief Creative Officer H&M
Ann-Sofie Johansson, Creative Advisor and Head of Design Womenswear H&M
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Daniel Erver, CEO H&M Group
Daniel Erver, CEO H&M Group
Categories
Daniel Erver, CEO H&M Group
Daniel Erver, CEO H&M Group
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.
To capture the true essence of Brazil, H&M closely collaborated with people who shape this cultural powerhouse. More than a visual celebration, the campaign stands as an act of listening; it is a token of H&M’s commitment to building a close, collective bond with Brazil using fashion as a tool for self-expression.
Launching on August 4, the campaign is helmed by Brazilian photographer Hick Duarte and features 36 personalities who represent Brazil’s multilayered diversity – weaving together different times, geographies and languages.
“H&M’s arrival in Brazil has been highly anticipated, and we couldn’t imagine doing it any other way than by celebrating the Brazilians. We had the chance to truly understand what makes Brazil such a unique, inspiring country, and the campaign is an exact result of that.”
says Jörgen Andersson, H&M’s Chief Creative Officer.
“Being invited to photograph this campaign was a huge honour, not only because of the H&M’s strength and relevance, but also for the project’s meaning and creative approach. We created an environment where the cast felt truly free to express themselves,”
says Hick Duarte.
Gilberto Gil, Anitta, Carol Trentini, and Agnes Nunes wore pieces from H&M’s Spring/Summer 2025 collection in the campaign. Products will soon be available at hm.com.br and H&M’s brand new store at Iguatemi São Paulo shopping mall.