h&m studio | autumn/winter 25

H&M Studio is back, and this season it’s all about finding beauty in unexpected places. For Autumn/Winter 2025, the collection draws from an unlikely pairing: the architectural tropical brutalism of São Paulo and the pared-back minimalism of Stockholm. This tension between hard and soft is at the heart of the new collection.

For Concept Designer Linda Wikell, AW25 is an exploration of the “multifaceted woman of today.” It’s a collection where femininity is at once “strict and tender,” and where complexity feels effortless rather than overworked.

The collection, which drops on 25 September, celebrates the rawness of materials and construction. Exposed linings, visible zippers, and unfinished hems run across dresses, knits, trousers, and outerwear – an intentional deconstruction that highlights the craft behind every piece. Key looks include a tailored blazer with a contrasting back panel and matching skirt, a sculptural denim jacket and jeans set, a sequin pencil skirt with sheer mesh inserts, and a nylon balloon-shaped jacket that plays with volume. There’s also an apron and slip dress duo designed to be styled together or separately, giving the collection a sense of flexibility and play.

The colour palette is a direct nod to brutalism, featuring a cool and earthy mix of brown, rust, navy, black, and concrete grey. These foundational tones are then brought to life with vibrant accents of red, lingerie pink, and fog blue, plus a vintage floral print that injects a dose of creative energy. Materials like wool, shearling, and nylon are celebrated in their pure, unadulterated form.

Accessories play a vital role in completing the looks. The dark brown leather-heeled Wader boots come with removable buckles, giving them multiple lives. A slouchy burgundy leather bag adds a touch of softness, fog-blue gloves bring a cool edge, and bold ear cuffs finish the looks with sculptural intent.

H&M Studio continues to stand apart as the brand’s most directional offering – this time by finding beauty in the contradictions.

The H&M Studio Autumn/Winter collection will be available on 25 September online and in select stores.

photography. courtesy of H&M
words. Gennaro Costanzo