Tyla, FKA twigs and Caroline Polachek shine in H&M’s festival-ready S/S 2025 campaign

H&M’s 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 its leadership in championing exceptional design and collaboration across the music and fashion fields. H&M’s S/S 2025 Collection launches in the Northern Hemisphere on 20 March 2025, and will be available in South Africa this coming August.

The collection pays homage to the multi-faceted nature of contemporary femininity. The mood is a subtle and dreamy nostalgia, which blends past and present in captivating ways. Heirloom-style pieces are updated with an urban and refined edge. 70s, 90s, and today all combine. The mood is carefree and yet sharply confident. Each piece conveys an ethereal and sensual bohemia.

The collection is the perfect marker for Spring: filled with a sense of freedom, vitality, spirit and light. It will be celebrated with a festival blending fashion and music in Los Angeles on 9 April. This event will pay homage to the city, celebrating its dynamic relationship to cinema, sound and style.