Pack your bags, because H&M is taking us on a style-soaked getaway this summer – from the buzzing streets of Marrakech to dreamy deserts and laid-back beach towns. Sophisticated Boho with a side of modern flair kind of vibe. Think of fringe, crochet, embroidery, and sparkle – basically, if your clothes could go on a chic vacation, this is what they’d wear.
Inspired by the bold, buzzing beauty of Marrakech, the womenswear collection is all about statement pieces in natural fibres, detailed crochet, and striking embellishments. But the journey doesn’t stop there – headed to Lanzarote and Lamu, Kenya, for oversized palm prints, beachy beading, and fringe. The color palette is basically a sunset on steroids – terracotta, burgundy, warm browns, sandy tones, juicy reds, golden yellows, and pops of green and gold. It’s like a summer cocktail for your closet.
“For this collection, it was important for us to bring in rich, textured details because they allowed us to introduce different weaving techniques and highlight a sense of tradition. And in journeying around the world for inspiration, we’ve created elements of a summer wardrobe that celebrate vibrancy – in the print mix, the emphasis on craftsmanship, and the feeling of never ending summer when travelling with friends,”
“For this collection, it was important for us to bring in rich, textured details because they allowed us to introduce different weaving techniques and highlight a sense of tradition. And in journeying around the world for inspiration, we’ve created elements of a summer wardrobe that celebrate vibrancy – in the print mix, the emphasis on craftsmanship, and the feeling of never ending summer when travelling with friends,” – Eliana Masgalos, Design Director, H&M.
Hero pieces
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A fringed dark brown crop top + matching midi skirt = instant goddess energy
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A strapless mini with a desert-chic black and sand print
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A show-stopping tiered dress in bold red or sunshine yellow
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Kaftans in every flavor – embroidered, voluminous, printed, and one that’s entirely knitted
A fringed dark brown crop top + matching midi skirt = instant goddess energyAccessories are bringing the drama too – swimwear, bags, and shoes are decked out in jewelry – like trims, tassels, and shells. Straight out of the ocean, with coral, shells, and sea creatures making a splash.
Menswear takes a Mediterranean detour, blending soft tailoring with summer ease. Think knit zip-ups, breezy polos, pleated linen trousers, and short-sleeved shirts in a chilled palette of off-white, beige, and deep summer burgundy.
“There’s a subtle retro feel to the menswear this season that’s equal parts laidback and smart. With breathable fabrics and tailored silhouettes, each piece has a versatility that makes them essential to any wardrobe.”
– Andreas Löwenstam, General Direction Menswear at H&M.
Kidswear is all about fun in the sun. Tropical prints, textured stripes, and playful fringe make for mini looks with major vacation energy. Expect roomy silhouettes in sunbaked tones – clay, sand, fuchsia and green – ready for seaside adventures.