H&M is reigniting its style DNA for Autumn/Winter 2025 with a bold and elevated collection that reaffirms its place at the forefront of accessible fashion. Marking a shift towards rich textures, sophisticated palettes, and timeless silhouettes. The collection has landed in stores across Australia and New Zealand, and is now available online at hm.com.au.
The campaign stars a powerful cast of contemporary tastemakers, including global pop phenomenon Charlie XCX, avant-garde artist Arca, model-of-the-moment Lila Moss, rising star Loli Bahia, skater and creative Sage Elsesser, and producer Sega Bodega. Alongside other cultural icons like Okay Kaya, Alewya, and Wali Deutsch, the campaign celebrates not just the clothes, but the individuality of those who wear them.
“This collection is full of many special inspirations and quality materials,” says Eliana Masgalos, Womenswear Design Director at H&M. “The leather, the knits, the sparkly separates – together, the pieces showcase the strength of H&M’s fashion ability. It’s all about truly great clothes: real wardrobe icons. The campaign lets the fashion shine.”
Steeped in references to mid-century design and cinematic nostalgia, the A/W 2025 collection reflects a journey through time. Drawing from the glamour of California’s golden-age film stars, the muted opulence of retro interiors, and the cyclical influence of fashion across decades, from the roaring ’20s and mod ’60s to the grunge of the ’90s and right up to today, H&M has crafted a collection that feels both familiar and refreshingly modern.
Photographed by Sam Rock and directed by Albert Moya, the campaign is as much a portrait of contemporary style as it is a love letter to self-expression. Clean, bold, and unmistakably current, the visuals highlight fashion’s power to shape identity. The broad, diverse cast reflects H&M’s longstanding ethos: fashion that encourages individuality and connects people from all walks of life.
The collection itself is a study in refinement. A mid-century influence comes through in boxy tailoring, micro skirts, and sharply cut jackets. There are moments of vintage decadence — intricate beading, metallic studs, and heirloom-style mesh dresses add an artisanal edge to otherwise clean lines. Materials such as leather and suede bring tactility and richness, moulding to the body like a second skin.
Knitwear stands out as a cornerstone of the collection. Stretch wool skirt suits, matching vests and shorts, and slouchy oversized jumpers create perfect day-to-night options. The colour palette leans into autumnal warmth: think caramel, deep mahogany, and earthy oxblood, punctuated by archival greens, alongside classic black and white accents.
Accessories play a defining role in this season’s aesthetic. Expect sculptural heels with round toes, studded loafers, and playful furry slip-ons. Sleek leather bags, angular jewelry, and wide belts emphasise the assertive, feminine energy that underpins the collection.
Menswear sees a continuation of this luxe-meets-utilitarian narrative. Tailoring arrives in oxblood and cool steel tones, with standout pieces like a mid-length leather trench and a shimmering lurex tweed workwear jacket. The collection merges utility with opulence, reflecting H&M’s mission to offer great fashion that’s accessible to all.
“This collection is a celebration of who we are,” Masgalos adds. “It’s a moment to reaffirm that H&M is always focused on great fashion. The campaign is about liberating both fashion and self-expression — each subject twists the clothes in their own way.”
From refined tailoring to statement accessories, H&M’s A/W 2025 collection sets the tone for a season where fashion meets individuality, and where everyday wear takes on a bold, cinematic edge.
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