H&M SUMMER 2026
Design Director: Eliana Masgalos // Photographer: Drew Vickers // Stylist: Emmanuelle Alt
“This season, we became fascinated by the history of the scarf: its blend of lightness and boldness, and its role as one of the earliest fashion items, worn from antiquity through to the streets today. The collection channels that spirit of past and present, elegance and ease, bringing a spirit that is rich and storied, as well as sensual and fresh.”
-Eliana Masgalos, Womenswear Design Director, H&M
The mood is euphoric: a vision of a summer full of fun, freedom and day-to-night adventures. Tones of sunrise and sunset burn and blaze across the collection. The colour story is rich, with papaya, mango, kiwi and tangerine tones balanced by earthy terracotta and brown. Multicolour beading introduces playful rainbow accents, adding a tactile touch to straps and embellishments. Prints are bright, with kaleidoscopic exotic flowers and vintage‑look geometric patterns that nod to scarf inspiration.
The silhouette embraces movement. Maxi dresses billow around the body. Sarong skirts in layered prints can be worn with coordinating tops or styled independently with tanks and t-shirts, including a playful seahorse printed cropped version that summons the spirit of holiday. Trousers come with barrel legs or in an exaggerated balloon shape. Others are cut with a skirt overlay in a semi-sheer fabric that adds lightness and fluidity. Crochets tops and dresses add to the rich sense of craft that defines the collection. Rippling knit dresses and skirts bring sculptural volume, while knit shorts that melt from orange to cream recall sultry summer evenings.
The collection’s swimwear selection is chic yet versatile. A sunset ombré swimsuit is a key piece. Bikini versions come in the same melting hues. Other styles are finished with refined chain-details or delicate beading. Presented in tones that echo the collections palette, the pieces are designed to be worn at the beach and beyond.
The shoe offering includes a translucent jelly flip flop in a range of hues – a fresh take on a summer staple. Other styles reinterpret the silhouette with kitten heels and or wedges. Beaded evening bags with long fringing reflect the tones of sea, sun and sand, while jewellery enhances the collection’s eclectic spirit. Shell-inspired earrings mirror sunset shades, and oversized bangles and chunky gold-tone chains add contrast and structure. Playful, nostalgic touches invite personal styling through layering and stacking.
Together, the collection captures a free-spirited mood – a wardrobe shaped by travel, creativity and self-expression.
