H&M Launches Summer 2025 Collection Featuring Boho-Chic Styles and Global Inspirations

H&M Launches Summer 2025 Collection Featuring Boho-Chic Styles and Global Inspirations

(IN BRIEF) H&M’s Summer 2025 collection brings a sophisticated boho style with fringe, crochet, and embroidered details. Inspired by global destinations like Marrakech, Lanzarote, and Lamu, Kenya, the collection offers airy dresses, kaftans, matching sets, and bold silhouettes. The first drop will be available from May 15, with the second drop following on May 29. The campaign stars Alex Consani, photographed by Sam Rock in Mexico, celebrating the carefree spirit of summer.

(PRESS RELEASE) STOCKHOLM, 2-May-2025 — /EuropaWire/ — This summer, H&M transports you from bustling cities to serene deserts and coastal towns, offering the ultimate vacation wardrobe. The first drop of the H&M Summer 2025 collection brings a sophisticated boho aesthetic with carefully crafted details like fringe, crochet, embroidery, and embellishments. The collection features airy dresses, kaftans, smart matching sets, bold silhouettes, and a modern interplay between relaxed and structured shapes. Available in selected stores and at hm.com from May 15, the second drop will follow on May 29.

Inspired by the vibrant energy of Marrakech, the womenswear collection highlights natural fibres, striking embellishments, and innovative knit and crochet techniques, focusing on craftsmanship. Continuing the journey to the sunny isles of Lanzarote and Lamu, Kenya, oversized palm prints, fringe, and beading evoke a sense of beachy relaxation. The colour palette ranges from earthy, rich tones like terracotta, burgundy, and warm browns to brighter shades of sand, red, pinky beiges, and pops of gold. Complementary greens and yellows contrast with tinted neutrals, sage, and white, bringing a fresh summer vibe.

Eliana Masgalos, Design Director at H&M, explains: “For this collection, we focused on incorporating rich, textured details that allowed us to showcase different weaving techniques and celebrate tradition. Our global travels inspired us to create a wardrobe that embraces vibrancy – from the mix of prints to the emphasis on craftsmanship, all culminating in the sense of an endless summer with friends.”

Key pieces from the collection include a dark brown fringed sleeveless crop top paired with a matching slim midi-skirt, a strapless mini-dress featuring a desert-inspired black and sand print, and a tiered sleeveless dress available in bright red or golden yellow. The kaftan selection includes long-sleeved, solid-coloured designs with embroidered fronts, voluminous wide-sleeve versions in geometric prints, and a fully knitted one. Swimwear, shoes, and bags also feature elements of craftsmanship, with jewellery-like embellishments, fringe, and tassels. The jewellery collection is ocean-inspired, featuring motifs like shells, coral, and underwater creatures.

The global campaign for the H&M Summer 2025 collection stars supermodel Alex Consani, with Sam Rock behind the camera.

Alex Consani shared: “Shooting the H&M summer campaign with my close friends in Mexico was such a fun experience. For me, the essence of summer is about carefreeness and enjoying time with the people you care about. Working with Sam made it feel like we were just on vacation, which made the whole experience enjoyable. We had a blast on set, and it’s clear from the pictures that we were having fun under the sun, just being together.”

Media Contact:

Phone: +46 8 796 53 00
Email: mediarelations@hm.com

SOURCE: H&M Hennes & Mauritz AB