This summer season, H&M travels from bustling cities to magical deserts and beachside cities, creating the final word trip wardrobe alongside the way in which. With an emphasis on crafted particulars like fringe, crochet, embroidery and embellishment plus ethereal clothes and kaftans, there’s a complicated boho really feel all through. Good matching units, daring silhouettes and a play between relaxed and structured shapes add a contemporary contact. The H&M Summer time 2025 first drop shall be accessible in chosen shops and at hm.com from 15 Could, and the second drop from 29 Could.
Impressed by a visit to epic, energetic Marrakech, the womenswear assortment options pure fibres, putting gildings, and modern knit and crochet strategies that emphasise the ability of workmanship. Persevering with to the isles of Lanzarote and Lamu, Kenya, outsized palm prints, fringe and beading bring to mind beachy enjoyable and leisure. The color palette ranges from darkish, wealthy earthy tones like terracotta, burgundy and heat browns to sand, vivid purple, pinky beiges and pops of gold. There’s additionally a variety of greens and yellow that distinction tinted neutrals, sage and white.
H&M’s Summer time 2025 womenswear assortment, impressed by Marrakech, Lanzarote and Lamu, blends boho sophistication with international craftsmanship.
That includes fringe, crochet, embroidery, and earthy tones, the gathering contains kaftans, daring clothes, and embellished equipment.
Launching Could 15 and 29, the marketing campaign stars Alex Consani, captured in sun-soaked Mexico.
“For this collection, it was important for us to bring in rich, textured details because they allowed us to introduce different weaving techniques and highlight a sense of tradition. And in journeying around the world for inspiration, we’ve created elements of a summer wardrobe that celebrate vibrancy – in the print mix, the emphasis on craftsmanship, and the feeling of never ending summer when travelling with friends,” says Eliana Masgalos, Design Director, H&M.
Key items embrace darkish brown fringed sleeveless crop prime with matching slim midi-skirt, a strapless mini-dress with a black and sand desert-inspired print, and a tiered sleeveless gown in vivid purple or golden yellow. The vary of kaftans embrace solid-coloured long-sleeved ones with embroidered entrance, wide-sleeved, voluminous variations in geometric prints, and a totally knitted one. Swimwear, footwear and luggage additionally herald parts of workmanship, like jewellery-like embellishment, fringe and tassels. The jewelry is ocean-inspired with shells, coral and underwater creatures the principle motifs.
The worldwide marketing campaign for H&M Summer time 2025 stars pal of the model and supermodel Alex Consani with Sam Rock behind the lens.
“Shooting the H&M summer campaign with my close friends in Mexico was such a fun experience. The essence of summer to me is carelessness and enjoying time with those you care about. Shooting with Sam on this campaign really felt like we were just on vacation and made it so enjoyable for everyone on set. Grateful to the whole team for just having fun the whole time, you can tell in the pictures we were just enjoying the sun and being with one another!”, says Alex Consani.
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