H&M’s new Spring/Summer 2025 collection takes a fresh look at femininity, with South Africa’s own Tyla and her sister Sydney Seethal appearing in the campaign alongside international names like FKA twigs and Caroline Polachek.
The range arrives in two drops, each with its own mood and edge. The first, landing in South Africa on 28 August at H&M stores and on Superbalist, leans into festival season with a bohemian spirit. Sheer blouses, crocheted dresses, lace-up tunics, pleated mini skirts and tiered ruffles reference past style movements while keeping it rooted in the present.
Accessories push the look further with slouchy shoulder bags, snake-print flats, waist belts, oversized shades and jewellery that blends antique influences with bold modern shapes.
The overall feel is dreamy and playful.
Neutral tones mix with soft pastels and bursts of metallic, giving the clothes an almost heirloom quality. Think flowy blouses with detailed cuffs, delicate embroidery on skirts, and dresses that move with you. It’s the kind of collection you can wear at a music festival or a day into the city.
There’s also a sharpness beneath the softness. The tailoring borrows from rock and glam references with lace-up detailing, strong collars and layered textures. Making the pieces feel confident and versatile.
Whether styled loose and carefree or pulled together with chunky bangles and statement belts, the look is about freedom and individuality.
“We were inspired by different stages and moments of women’s lives and the richness of femininity. We wanted to play with a beautiful bohemia, rock icons and festival freedom.” – Design Lead Eliana Masgalos
It’s a collection that mixes eras, 70s glam rock, 90s edge and today’s festival-ready energy into something that feels both nostalgic and new.
10 years of H&M in South Africa
To celebrate both the collection and H&M’s 10-year milestone in South Africa, the brand is hosting the H&M S/S25 Music Experience on 10 September in Johannesburg. The line-up brings together Kamo Mphela, Shekhinah, Lelowhatsgood, Internet Girl and more for a night of style and sound.
Fans can win tickets by signing up to H&M Fashion News between 25 August and 5 September. More info is on hm.com/za.
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