A/W 2025 marks a refresh of H&M’s fashion spirit. Full of rich tones, intriguing details and design-focused silhouettes, this collection brings a very special season for H&M. The A/W collection will be available in South Africa from 20 March at all H&M stores and online from Superbalist.
“This collection is full of many special inspirations and quality materials. The tailoring, the knits, the sparkly separates – together the pieces showcase the strength of H&M’s fashion ability. It’s all about truly great clothes: real wardrobe icons. The campaign lets the fashion shine.” - Eliana Masgalos, Womenswear Design Director, H&M.
Each piece within the collection brings together various stories and inspirations. The eternal glamour and versatility of mid-century design. The deep and sophisticated hues of wood and retro interiors. The lingering beauty of California cinema sirens. The cycle of styles across decades: 20s to the 60s, 90s to now.
The A/W campaign echoes this richness and diversity: it features an array of musicians, models and cultural leaders. Crafted by photographer Sam Rock and director Albert Moya, it is a celebration of fashion, and of individuality and personal style. It is bold, clean, modern and strong. The broad cast of contemporary icons - Charli xcx, Arca, Lila Moss, Ajus Samuel, Loli Bahia, Wali Deutsch, Okay Kaya, Bibi Breslin, Alewya, Sage Elsesser, Sega Bodega, and Lux Gillespie - reflects that H&M has always championed great fashion and self-expression.
Garments are ultra-refined. A mid-century mood is visible in the suiting, including boxy jackets and micro skirts. Knits include skirt suits in stretch wool. There are flashes of vintage-style opulence: beading and studs flow across knitwear and dresses. The colour palette features an array of browns, from caramel to deep mahogany. Oxblood and green add to the archival feel, while black and white function as accent statements. Accessories include studded loafers and clutch bags that are slick and directional. Jewellery ranges from minimal and angular to off-beat and earthy. Belts help complete the mood of assertive femininity.
“This collection is a celebration of who we are, and a moment to reaffirm that H&M is always focused on great fashion. The campaign is about liberating fashion and liberating self expression – each subject twists the clothes in their own way and their own style. The message is that difference is power,” - Jörgen Andersson, Creative Director, H&M.
