H&M SUMMER 2025 CAMPAIGN
Design Director: Eliana Masgalos
Photographer: Sam Rock
Stylist: Kate Phelan
Filmmaker/director: Julian Klincewicz
“For this collection, it was important for us to bring in rich, textured details because they allowed us to introduce different weaving techniques and highlight a sense of tradition. And in journeying around the world for inspiration, we’ve created elements of a summer wardrobe that celebrate vibrancy – in the print mix, the emphasis on craftsmanship, and the feeling of never ending summer when travelling with friends,”
-Eliana Masgalos, Design Director, H&M
This summer, H&M travels from bustling cities to magical deserts and beachside towns, creating the ultimate vacation wardrobe along the way. With an emphasis on crafted details like fringe, crochet, embroidery and embellishment plus airy dresses and kaftans, there’s a sophisticated boho feel throughout. Smart matching sets, bold silhouettes and a play between relaxed and structured shapes add a modern touch.
Inspired by a trip to epic, energetic Marrakech, the womenswear collection features natural fibres, striking embellishments, and innovative knit and crochet techniques that emphasise the power of craftsmanship. Continuing to the isles of Lanzarote and Lamu, Kenya, oversized palm prints, fringe and beading call to mind beachy fun and relaxation. The colour palette ranges from dark, rich earthy tones like terracotta, burgundy and warm browns to sand, bright red, pinky beiges and pops of gold. There’s also a range of greens and yellow that contrast tinted neutrals, sage and white.
Key pieces include dark brown fringed sleeveless crop top with matching slim midi-skirt, a strapless mini-dress with a black and sand desert-inspired print, and a tiered sleeveless dress in bright red or golden yellow. The range of kaftans include solid-coloured long-sleeved ones with embroidered front, wide-sleeved, voluminous versions in geometric prints, and a completely knitted one. Swimwear, shoes and bags also bring in elements of craftsmanship, like jewellery-like embellishment, fringe and tassels. The jewellery is ocean-inspired with shells, coral and underwater creatures the main motifs.
