H&M's 2025 campaign features musicians and bohemian styles

H&M has launched its spring 2025 campaign featuring musicians Tyla, FKA Twigs, and Caroline Polachek. The campaign celebrates femininity and is inspired by various stages of women's lives. Eliana Masgalos, the design director, says they aimed to create pieces that bring energy and a sense of escape, reflecting a bohemian feel and festival vibe. The collection includes classic rock ‘n’ roll styles like leather jackets, sheer blouses, and lace-up shirts. It also features unique items such as crocheted dresses, braided miniskirts, and laser-cut ruffle skirts. The collection will be released in two parts. The first part is available now at select stores and online. H&M will also host a festival in Los Angeles on April 9 to celebrate the launch, blending fashion with music. Each of the featured musicians has worked with other brands before. For example, Tyla was part of Gap's spring 2024 campaign, while FKA Twigs collaborates with On, and Polachek has modeled for various fashion houses. H&M’s latest campaign comes shortly after its collaboration with HBO's "The White Lotus."