A New Vision

A/W 2025 marks a refresh of H&M’s fashion spirit. Full of rich tones, intriguing details and design-focused silhouettes. The latest campaign 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, Area, Lila Moss, Ajus Samuel, Loli Bahia, Wali Deutsch, Okay Kaya, Bibi Breslin, Alewya, Sage Elsesser, Sega Bodega, and Lux Gillespie- reflects that H&M had always championed between great fashion and self-expression.

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.

Garments are ultra-refined. A mid-century mood is visible in the suiting, including boxy jackets and micro skirts. There are flashes of vintage-style opulence: beading and studs flow across knitwear, leather dresses and heirloom-style mesh dresses. Adding to the sumptuous feel are pieces in leather and suede: these premium materials become like a second skin. Knits include skirt suits in stretch wool, and must-have matching vests and shorts. 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 heeled pumps with a statement round toe, studded loafers and furry slip-ons. Bags are slick and directional. Jewellery ranges from minimal and angular to off-beat and earthy. Belts help complete the mood of assertive femininity, emphasising lines.

“This collection is full of many special inspirations and quality materials. The leather, 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.” ­ said Eliana Masgalos, Womenswear Design Director, H&M

The A/W 2025 collection will be available in stores across Australia and New Zealand and online at hm.com.au from 20 March 2025.