H&M S/S 2026 CAMPAIGN - CHAPTER 01
Design Director: Eliana Masgalos
Photographer: Senta Simond
Stylist: Elodie David-Touboul
with Loli Bahia
The S/S 2026 womenswear collection embraces a playful and bold nostalgia, blending eras and influences into a powerful and liberating collection that rethinks Spring dressing.
“The main inspiration for this collection is the L.A. Silver Lake girl. She’s influenced by culture, paintings and small heirlooms. I think you will see that in this collection: in everything from textures to embroideries, volumes to silhouettes.”
-Eliana Masgalos, Womenswear Design Director, H&M
Flashes of different eras – from the 80s through to the 90s to 00s – add surprise and intrigue across key items, create a wardrobe with a sense of history and culture. The collection celebrates the way modern wardrobes blend past and present, referencing back in unexpected and dynamic cycles.
Across the collection, exaggerated volumes contrast with fluid silhouettes. The story is hybrids: sharp meets fluid, rule-breaking edge meets sophistication, jet set glamour meets gritty urban, modernity meets curated heritage.
A key story in this chapter of the collection is opulent embroideries and bold crochets, which bring a rich sense of craft and tactility to fringed tops, semi-sheer gowns and vests, and ultra-detailed blouses. This decadent softness is grounded by mid-wash denims and minimal leather pieces, such as cropped jackets with graphic lines, anoraks, and Bermuda shorts. Sharp suiting in linen blends brings sophisticated, modern elegance. Hero items include scarf-detail tops, skirts that layer over trousers, sculptural asymmetric bandeau tops and jackets with an eye-catching curved front, decorated with buttons. Modern takes on athleisure come with a touch of craft and texture.
Jewellery is sculptural and includes shell motifs on necklaces and earrings, oversized bangles in metal and wood, and numerous statement pendants. Accessories include a mini handbag, fully decorated with shells, and a metal shell-shaped bag with a tassel detail. Shoes include strappy and thong sandals: flat, or with sculptural curved wedge heels.
Across the collection, the palette fades from sandy beige to cool white and classic black, with accents of red, offering a vision that combines breezy, sun-kissed charm with sensual, high glamour.
Together, this is an eclectic yet focused collection that speaks to a confident and emancipated spirit.
