H&M S/S 2025 CAMPAIGN - CHAPTER 02: “DREAMSCAPE: SHEER ROMANCE”

Design Director: Eliana Masgalos

Photographer: Sam Rock

Stylist: Kate Phelan

Filmmaker/director: Albert Moya

Still life photography: Eduard Sánchez Ribot

with FKA Twigs / Jazzelle / Tyla / Sydney Seethal / Caroline Polachek / Alaska Reid / Selena Forrest / Angelina Kendall / Mia Armstrong / Wali / Sihana Shalaj / Gray Sorrenti / Lennon Sorrenti

S/S 2025 collection is an ode to femininity: an intriguing exploration of moods, sensibilities and identities. A diverse collective of inspiring female icons appears in the new campaign, including musicians Tyla, FKA twigs and Caroline Polachek among others. Both the collection and campaign continue to assert H&M’s strong fashion vision, and our leadership in championing exceptional design and collaboration across the music and fashion fields.

As with chapter one, this drop of the collection contains various intelligent and intriguing plays on transparency and movement. Key pieces such as sheer trouser and shirts highlight the layering messaging of the collection. They offer building blocks that can be styled separately or on top of each other in a variety of forms. Elegantly cut premium suiting in spaced-dyed yarn can be teamed with strappy lingerie-style separates, for an eclectic and chic take on dressing up. Similarly, skirts and dresses are cut with high slits, so can be worn with tailored trousers to create an unexpected silhouette of undulating lines and layers. An organza sheer trench-coat tops off the look.

The sense of flow and volume is perfectly balanced by neat, sculptural pieces, such as bandeau dresses, micro shorts, lapel-less blazers, and an architectural stiff cotton blazer with rounded sleeves. Decorations run across the collection, from micro beads and crystals to small metal adornments. These are modern, unexpected and off-beat, and suggest contemporary minimalism, rather than vintage-decadence. Materials are tactile, sensual and refined. Key fabrications include sheer Tencel, knit and organza. Jacquard adds structure. The palette is both sophisticated and clean. It proposes a new take on neutrals, utilizing greys, aluminums, soft pinks, and tan beiges.

Accessories include oversized slouchy clutch bags, which add to the sense of softness and tactility that underpins the collection. They come with sleek metal detail, adding to the air of crisp, refined minimalism. Square toe mules and slippers anchor looks. The jewellery in this chapter is more delicate than the first drop: layered heirloom-styles are replaced with sweet chain necklaces furnished with crystals and flower motifs. Beaded earrings and bracelets anchor the palette, offering flashes of soft sorbet shades: pale pink, cream and timeless silver.

 Overall, this chapter brings a sense of clarity and conviction, conjuring a universe where the recent past is a rich ground for inspiration, self-expression and dreaming. It anchors the bohemia of chapter one with a calm and cool freshness, creating a vision for S/S 2025 that speaks to romance and femininity in all forms.

 The second drop of H&M’s S/S 2025 Collection will be available in store and online from 10 April 2025.