This summer, H&M embarks on a stylistic journey through vibrant cities, magical deserts, and seaside destinations, crafting the ideal vacation wardrobe. The collection emphasizes artisanal details such as fringes, embroidery, and embellishments, complemented by flowing dresses and kaftans that evoke a sophisticated boho vibe. Bold silhouettes, matching sets, and the contrast between fluid forms and defined structures add a contemporary edge to the entire collection. The first part of the H&M Summer 2025 collection will be available in selected stores and on hm.com starting May 15, followed by the second drop on May 29.
Inspired by a vibrant and lively journey to Marrakech, the collection highlights natural fibers, spectacular embellishments, and innovative knitting and crocheting techniques. Continuing the journey to the islands of Lanzarote and Lamu, Kenya, oversized palm prints, fringes, and beaded appliqués recall the relaxed beachside fun. The color palette ranges from deep earthy tones like terracotta, burgundy, and brown to sand shades, bright red, beige, and golden accents. It also includes green and yellow tones that contrast with the neutral hues of sage and white.
“For this collection, we focused on rich, textured details that allowed us to explore different weaving techniques and convey a sense of tradition. And through our journey around the world in search of inspiration, we created essential pieces for the summer wardrobe that celebrate vibrant living – whether through a mix of prints, attention to detail, or that endless summer feeling spent with friends,” says Eliana Masgalos, Design Director, H&M.
Key pieces of the collection include a dark brown cropped top with fringes paired with a fitted midi skirt, a strapless mini dress with a desert-inspired print, and a voluminous dress available in bright red or golden yellow. The kaftans include long-sleeved styles with front embroidery, wide-sleeved versions adorned with geometric prints, and even a fully knitted design. Swimwear, footwear, and bags incorporate artisanal elements such as jewel-like appliqués, fringes, and tassels. The jewelry is inspired by the marine universe, with motifs like shells, corals, and underwater creatures.
The global H&M Summer 2025 campaign features supermodel Alex Consani, photographed by Sam Rock.
“Shooting the H&M summer campaign in Mexico alongside close friends was an incredibly enjoyable experience. For me, the essence of summer means freedom, being carefree, and spending time with loved ones. The photo shoot with Sam felt like a vacation – the relaxed atmosphere made everything fun for the whole team. I’m grateful to everyone for the positive energy on set – you can see in the images that we truly enjoyed the sunshine and each other’s company!” says Alex Consani.
