The first chapter of H&M’s A/W 25 Collection brings a lively nostalgia, continuing the fashion-forward blending of eras that H&M explored in its S/S 25 collection. Influences from the not-so-distant past are reworked into fresh and stylish forms.
The collection updates the glamourous spirit of 70s by merging it with the rebellious streak of the 90s. Silhouettes and moods pay homage, in particular, to the UK. We see flashes of Brit Pop and London subculture in the twists on heritage patterns and prints, the decadent romance, and the chic and sporty separates. In every piece, we revisit the energy and vitality of that iconic epoch in British culture and style, a heady time when rule-breaking artists upturned the creative world, a daring band of designers made their mark on European high fashion and couture, and various new magazines redefined street style and self-expression.
The era’s blend of past and present—twisting innovation with tradition—inspires the headline of this chapter: Salvage Heritage. Each piece is rich in conceptual clashes, and elegant vibrancy. Argyles, checks and plaids come layered and combined for unexpected takes on classicism. Across skirts, knits and outerwear, checks merge with argyles, and mini checks are clashed with larger checks. The palette is refined and yet still fresh, with browns, burgundies and neutrals offering a foundation for sporty pops of red and blue.
The chapter pays homage to the way 90s style leaders repurposed vintage in new forms. Historical romance is blended with lingerie influences, to give an air of sensuality, visible in camisole slips edged in lace, and sweeping chiffon blouses and gowns. This drama is offset by a grungy take on the retro mood, including barrel-leg jeans and worn-look leather, both real and fake.
Amongst the leather highlights are an oversized aviator jacket with detachable fur collar, and a faux leather skirt with zippers that looks both playfully nostalgic and contemporary. Skirting is a key story across the entire collection, with numerous pleated silhouettes that can be mixed and matched with sportier tops and separates, such as knits with zip details, or dressed up with shirting for evening.
Fur is reimagined in new forms: from versatile gilets to hooded jackets. Skins are also the key story in accessories, with pops of fur and snake appearing across bags, belts and collars. Fuzzy shoes that play with volume and texture add a finishing touch to the unexpected cuts that run across the collection. Fluffy stoles and scarves can be elongated, and made even more striking, with clip-on fur tails. These detachable charms can also be used to decorate belt loops and bags. Bags continue the play on scale, from tiny styles in fur to macro totes in croc-look finishes. Bowling bags accentuate the sporty mood. Jewellery is eclectic and includes vintage-look styles with ornate flower motifs.
Design Director of H&M Eliana Masgalos explains, “The first chapter of our A/W season is really about balancing heavy and light. The mood is a playful eclecticism that nods to the iconic look and spirit of the 90s, when lacy, light piece were effortlessness thrown together with denim, leather or sportswear.”
Explore the collection today. For more info and updates, visit H&M’s website and follow the brand on Facebook and Instagram.
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