H&M is bringing star power to spring 2025. The fashion retailer enlisted musicians Tyla, FKA Twigs and Caroline Polachek, among other muses, for its latest campaign, which the brand describes as “an ode to femininity.”
“This season, we were inspired by different stages and moments of women’s lives and the richness of femininity. We wanted to offer exceptional pieces that bring energy and light. A sense of escape felt very relevant: we wanted to play with a beautiful bohemia, rock icons and festival freedom,” said Eliana Masgalos, design director, said via statement.
Tyla for H&M’s spring 2025 campaign.
Courtesy of H&M
Tyla, FKA Twigs and Caroline Polachek start in the spring 2025 campaign wearing classic rock ‘n’ roll staples, including leather pieces, sheer blouses and lace-up shirts. The collection also features crocheted dresses, miniskirts with braiding and laser-cut pleated ruffle skirts.
FKA Twigs for H&M’s spring 2025 campaign.
Courtesy of H&M
H&M will drop the collection in two parts, with the first now available at select stores and hm.com. The brand will also celebrate the launch with a festival combining fashion and music in Los Angeles on April 9.
The musicians starring in the campaign have starred and inspired other fashion brands. Tyla worked with Gap for its “Linen Moves” campaign released during spring 2024, Twigs is a creative partner of On’s training collection and Polachek has walked the runway for Chloé, Eckhaus Latta and Collina Strada.
Alaska Reid and Caroline Polachek for H&M’s spring 2025 campaign.
Courtesy of H&M
H&M’s spring 2025 campaign debuts on the heels of the retailer’s collaboration with HBO’s “The White Lotus.”
