An ode to femininity, the latest H&M campaign features musicians Tyla, FKA Twigs, Caroline Polachek, Alaska Reid, and the Ibeyi’s twins Lisa-Kaindé Diaz & Naomi Diaz, among others, for the Spring/Summer 2025 collection.
Named the “Notes on Being”, the campaign looked into the synergies between female talents across the music and fashion industries. The collision between the realms is visualised through these individuals from varying professional backgrounds, who are inspired by or have been an inspiration for each other. Be it the sisters by blood like Tyla and her younger sibling Sydney Seethal, the Ibeyi twins and also the Sorrenti sisters, Gray and Lennon, or sisters by heart, this diverse collective of influential female icons donned the new collection, encapsulating contemporary feminine energy.
“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,” shares Eliana Masgalos, the Design Lead of Womenswear. That said, the H&M Spring/Summer 2025 collection is also a homage to the fashion icons from the music sphere, who contributed to the perfect duet for fashion and music.
Hinges on the fluidity and androgyny of New Romantic styling, the bohemia collection spotlights classic rock ‘n’ roll pieces. In a retro colour palette from ivory to taupe, top selections such as sheer blouses, lace-up shirts and tunics are not only apt for spring but also festival-ready, decorated with textural detailings such as hems trimmings, braidings, pleated frills or ruffles. Contrasting the soft crêpe chiffon pieces that allow maximum movement are the structured designs, from blazers to coated cargo dresses, furnished with decorative elements such as studs—which gained popularity in the ‘70s with the rise of punk music—and multi-pockets that are functional for festival goers.
To complement the free-spirited style, offerings such as the slouchy shoulder bags are available in various sizes and finishes, including lace-up seams that echo the designs on the clothes. Footwear such as fringe-trimmed heels, biker boots with worn effects, suede loafers and snake-skin mules too are appropriate for music festivals. Jewellery such as tiered necklaces with dangling pendants, tassel earrings, chunky bangles and cuffs are crafted with antiquated finishes. aviator sunglasses. To top it all off, aviator sunglasses—a silhouette that was voguish in the ‘70s as seen on music icons such as Freddie Mercury and Elvis Presley—completed the collection on a high note.
The offerings will be released in two chapters, with the first drop of the collection now available in-store and online.
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