alpha industries aw26 | the ultra violet collection

Teun Sand for H&M.

Wedding cakes, red lighting and elaborate embellishment tell you everything about how H&M and Elie Saab like to celebrate a collaboration. Earlier this week, the two brands gathered at Berlin’s historic Orangery Charlottenburg to mark their upcoming collection, offering guests a first look at the glamour set to arrive in stores later this month.

The evening began on the red carpet, where Emilia Schüle, Caro Daur, Nic Kaufmann, Lera Abova, Stefanie Giesinger, Justus Riesner and more arrived to celebrate the partnership. Inside, a long dining table and red-lit surroundings set the tone, drawing on the collection’s sense of opulence and occasionwear.

French musician Braths, the stage name of Thomas Horeczko, supplied the evening’s live soundtrack, while cake artist Sophia Stolz unveiled a rather fitting centrepiece: a wedding cake inspired by the collection’s bridal gown. The creation nodded to Saab’s longstanding association with bridalwear, before cocktails and DJ sets by Kean Farrar carried the celebration into the night.

Teun Sand for H&M.

Teun Sand for H&M.

The collection brings the Lebanese designer’s couture sensibility into H&M’s world, spanning womenswear, menswear, shoes and accessories. Expect embellished evening gowns, shimmering separates and sharply cut suits, alongside fine lace, gradient sequins and the house’s signature monograms. Knitwear and tailored separates also feature, extending the collection beyond formal dressing and into the everyday wardrobe.

“I am very happy with this collaboration and with the way we worked together with the H&M team to bring the collection to life. It has been a truly collaborative and inspiring process,” Saab said following the announcement in early September. H&M’s Creative Advisor and Head of Design Womenswear, Ann-Sofie Johansson, described the range as “a magical, ornate and glamorous collection.”

Berlin follows a Paris celebration at the Palais Brongniart last month, where Amelia Gray, Gabbriette, Iris Law and Anok Yai were among the guests at another preview, accompanied by a performance from Robin S.

Teun Sand for H&M.

The Elie Saab x H&M collection launches on 22 October in selected stores and online, bringing a touch of couture fantasy to the everyday wardrobe. Discover more here.

photography. courtesy of Teun Sand for H&M
words. Gennaro Costanzo

Tommy Hilfiger x FRGMT.

In the 1990s, a Tommy Hilfiger rugby shirt could travel a long way from its preppy origins, landing in hip-hop wardrobes several sizes bigger than the designer might have intended. That cultural detour is exactly what makes the American label’s new collaboration with Hiroshi Fujiwara interesting, bringing New York’s collegiate wardrobe into conversation with Tokyo’s streetwear sensibility. For their first partnership, Tommy Hilfiger and Fujiwara’s FRGMT revisit the decade that helped turn American prep into a language understood far beyond the Ivy League.

“I’ve always been inspired by bringing different worlds together,” says Hilfiger. “For this collection, we went back to some of our favourite ’90s pieces and looked at them through his distinctly Japanese point of view.” The result is a limited-edition capsule that holds onto the familiar while introducing a few unexpected turns, with a pale blue Tommy Flag replacing the brand’s traditional red, white and blue treatment and FRGMT’s signature thunderbolts and polka dots appearing throughout.

The wardrobe begins with the building blocks of prep: rugby shirts, button-downs, varsity jackets, chinos and field jackets. Archival favourites join the line-up, including the Regatta jacket, sailing polo and duffel bag, while the wider collection extends into denim trucker jackets, drawstring hoodies, cable-knit jumpers, diamond-check knits, relaxed T-shirts, ankle jeans and accessories such as checked caps, wool beanies and a duffel bag. Soft flannel check shirting, dry cotton jersey, washed nylon and heavyweight cotton twill give these familiar designs a variety of finishes.

Tommy Hilfiger x FRGMT.

Tommy Hilfiger x FRGMT.

For Fujiwara, the appeal goes back to his own encounters with music and subculture. “I was into the punk music scene and London culture during my teenage years,” he explains, before recalling his later discovery of hip-hop in New York. He remembers seeing artists wear Tommy Hilfiger “in their own way”, often through baggy, oversized proportions that gave the clothes a completely different character. The campaign follows that same spirit through a fast-paced film set against New York street culture, with skateboarding and spontaneous movement bringing an uptown wardrobe into a more playful setting.

Hilfiger’s own cultural outlook dates back to People’s Place, the store he opened at 18 as a meeting point for young people to discover clothes, listen to records and connect. Fujiwara, meanwhile, built FRGMT around his distinctive view of design and the influences he gathered across London, New York and Tokyo. “Hiroshi and I come from different places, but we share that curiosity about what’s happening around clothing,” says Hilfiger. “That common ground gave us a natural connection when we started working together.”

Tommy Hilfiger x FRGMT.

The Tommy Hilfiger x FRGMT capsule is now available at selected Tommy Hilfiger stores and online. Find out more here.

photography. courtesy of Tommy Hilfiger
words. Gennaro Costanzo

Rosé for Puma.

Rosé is back with Puma for another style adventure, this time giving the Speedcat a glossy, reptilian edge. The BLACKPINK star fronts the latest campaign for the Speedcat Croc, which swaps the racing-inspired simplicity of the original for shiny crocodile-effect detailing, taking the familiar silhouette in a decidedly dressier direction.

The release follows Rosé’s previous appearance in the Speedcat Étoile campaign, where the 1999 archive silhouette took a pastel, balletcore-inspired detour in soft pink suede and oversized satin ribbons tied into grand bows. The Croc edition takes a different approach, replacing those romantic flourishes with a play on texture that feels closer to eveningwear than the racetrack.

Here, soft suede forms the upper, while glossy crocodile-effect overlays trace the signature Formstrip and eyestays, creating a contrast between matte and shine. Tonal Puma branding and matching laces keep the details in check, allowing the materials to do the heavy lifting. The collection comes in three colourways: classic black, deep brown and off-white, each offering a different take on the same understated shape.

Rosé for Puma.

Photographed in a softly lit, retro interior, Rosé brings her characteristic ease to the campaign, with the nostalgic setting lending the images a distinctly cinematic feel. The styling also highlights how far the Speedcat has travelled since its days on the circuit, with its slim profile now equally at home beyond the paddock.

Originally inspired by the fireproof footwear worn by Formula 1 drivers, the Speedcat has moved from motorsport into everyday wardrobes, becoming a favourite among those who prefer their trainers close to the ground. With its crocodile-textured accents, the latest edition gives that sporting legacy a more refined finish without losing the streamlined proportions that made the silhouette recognisable in the first place.

The Puma Speedcat Croc is available now online, at Puma flagship stores and selected stockists. Discover more here.

photography. courtesy of Puma
words. Gennaro Costanzo