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 South African talents Tyla and her sister Sydney Seethal, alongside musicians 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. The first drop of H&M’s S/S 2025 Collection has been available in South Africa from 28 August at all H&M stores and online from Superbalist.

The collection will be released in two chapters, which complement each other but offer their own unique perspective and attitude. Together, they pay homage to the multi-faceted nature of contemporary femininity. The first drop conjures an air of ethereal bohemia. It offers a fresh take on Spring style, from festival dressing to city chic, all while paying homage to the icons of fashion history, with nods to the sweeping blouses of iconic glam rock musicians and the fluidity and androgyny of New Romantic styling. 

“This season, we were inspired by different stages and moments of women’s lives and the richness of femininity. We wanted to offer exceptional pieces that bring energy and light. A sense of escape felt very relevant: we wanted to play with a beautiful bohemia, rock icons and festival freedom,” – Eliana Masgalos, Design Lead Womenswear, H&M 

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 rich in classic rock ‘n’ roll staples, from voluminous sheer blouses through to lace-up shirting and tunics. Pieces shine with intriguing textural detailing, from ornate edging on collars and cuffs, intricately crocheted dresses, mini-skirts with braiding or stitch embellishments, and laser-cut pleated ruffle skirts, tiered for maximum movement.  

Accessories speak of boho-spirit: slouchy shoulder bags can be styled with snake-print slippers and waist-belts. Jewellery includes antique-style dangling pendant necklaces, tassel earrings, chunky bangles and chokers, and rings and elegant cuffs in both metal and resin-style materials. Pilot-style sunglasses complete the look.