This summer H&M took an inspiring journey from busy cities to enchanting deserts and coastal resorts, creating the perfect wardrobe for the holiday season. The collection is loaded with a sense of sophisticated boho style, highlighted by handmade accents such as fringe, knitting of a hook, embroidery and decorative elements. Air dresses and caftans are combined with bold silhouettes, exquisite sets and a balanced game between free and structured shapes, giving a modern look to the vision. The first part of the H&M collection will be available in stores and online on hm.com from May 15th and the second part on May 29th.

Inspired by the energetic and magical Marrakesh, the H&M women's collection relies on natural fabrics, impressive decorative elements and modern knitting, which emphasize the beauty of handmade. The journey continues to the exotic islands of Lansarote and Lamu, where large palm motives, fringes and beads create a sense of carelessness and beach mood. The color palette passes from deep earth tones such as terracotta, burgundy and warm brown, to sandy shades, bright red, pink-beige and gold accents. The collection also includes fresh green and yellow tones that contrast beautifully with neutral salvia and white.

In this collection, it was particularly important for us to intangle rich elements with texture, which gave us the opportunity to experiment with different techniques and pay tribute to craft traditions. Inspired by our travels around the world, we created summer models that carry the spirit of vitality with beautiful patterns, emphasis on handmade and the feeling of an endless summer spent with friends.

Key elements of the collection include a dark brown top with fringes in combination with a sticky skirt, mini dress without straps in black and sandy, inspired by the desert, as well as a multilayer dress in bright red and golden yellow. Among the kimono-like models stand out monochrome variations with long sleeves and embroidered front part, free models with wide sleeves and geometric patterns, as well as fully knit design. Swimsuits, shoes and bags also bring a sense of craftsmanship, with details of fringes and tassels. Jewelry is inspired by the ocean, with mussels, corals and underwater creatures as basic motives.
The global H&M campaign The summer 2025 is featuring the brand's girlfriend and supermodel Alex Consani, shot by Sam Rock.

The photos of the summer campaign of H&M in Mexico with close friends were a real pleasure. For me, summer means freedom, ease and shared moments with loved ones. Working with Sam was so casual that the whole experience felt like a vacation. I'm grateful to the entire team, the atmosphere of the photos was filled with laughter and sun, and this is also visible in the final reports, Alex Consani says.