FKA Twigs among stars of H&M’s festival-ready SS25 collection and campaign

H&M’s festival-ready. The global fashion brand has secured Tyla, FKA Twigs and Caroline Polachek as headline acts for its SS25 collection. With the first drop due to arrive on 20 March, the brand’s also lining up an LA festival, blending fashion and music, in April. 

H&M says the new collection’s “an ode to femininity: an intriguing exploration of moods, sensibilities and identities” so the “choice of a diverse collective of inspiring female icons” to promote the line enables H&M to assert its “strong fashion vision, and its leadership in championing exceptional design and collaboration across the music and fashion fields”.

The collection will be released in two chapters, which complement each other but offer their own unique perspective and attitude, noted H&M and together “they pay homage to the multi-faceted nature of contemporary femininity”. 

The first drop “conjures an air of ethereal Bohemia”, we’re told. It offers a fresh take on spring style, from festival dressing to city chic, “while paying homage to the icons of fashion history, with nods the sweeping blouses of iconic glam rock musicians and the fluidity and androgyny of New Romantic styling”.

H&M design director Eliana Masgalos said: “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.”

She noted that heirloom-style pieces are updated with an urban and refined edge… 70s, 90s, and today all combine… The mood is carefree and yet sharply confident.” 

The collection is rich in classic rock ‘n’ roll staples, from voluminous sheer blouses through to lace-up shirting and tunics. Textural detailing includes ornate edging on collars and cuffs, intricately crocheted dresses, mini-skirts with braiding or stitch embellishments, and laser-cut pleated ruffle skirts, tiered for maximum movement.

Structured, tougher elements add balance – from a striking studded blazer to 70s multi-pocket jackets, rendered in leather.

Accessories come with a boho spirit with slouchy shoulder bags in a variety of scales and finishes, including with lace-up seams. These can be styled with snake-print slippers and waist-belts, and festival-ready biker boots.

Jewellery includes antique-style pendant necklaces, tassel earrings, chunky bangles and chokers, and rings and cuffs in both metal and resin-style materials. Pilot-style sunglasses complete the look.

And to promote a spring “filled with a sense of freedom, vitality, spirit and light”, it will be celebrated with that festival of fashion and music in Los Angeles early next month… an event that will “pay homage to the city, celebrating its dynamic relationship to cinema, sound and style”.