H&M Studio balances futurism and nostalgia for AW25

Through these connections, the H&M Studio AW25 collection embraces new possibilities and the rawness of materials – exposed linings, seams and closures on dresses, knits, leggings and outerwear. While raw edges, peplum details, draped backs and visible zippers emphasise the construction of jackets, blouses and trouser.

The key pieces range from tailored, like a masculine blazer with black front and dark grey contrasting material on the back with matching skirt, a sequin pencil skirt with mesh panels, and long, lean black wool trousers, to laidback, with a brown denim jacket and jean set, an apron and slip dress combo that can be worn separately, and a lightweight nylon jacket with a balloon shape.

Materials like wool, shearling, denim and nylon are celebrated in their pure form. The colour palette of brown, rust, navy, black and concrete grey is a nod to Brutalism, while the accent colours of red, lingerie pink, fog blue and sky blue, plus a vintage floral print, inject a vibrant creative energy. Accessories include dark brown leather heeled Wader boots with removable buckles, a big, slouchy and soft burgundy leather bag, fog blue leather gloves and statement ear cuffs.

“Complexity wins over complication for AW25, where we draw on the tropical brutalism of São Paulo and the minimalism of Stockholm to create strong silhouettes. There’s also a femininity to the collection that’s both strict and tender – an expression of the multifaceted woman of today who’s constantly exploring new ground,”

says Linda Wikell, concept designer at H&M Studio.