Inside the Exclusive Launch of H&M’s SS25 Collection in Singapore

For Spring/Summer 2025, H&M introduces a two-part collection that captures the duality of modern femininity. Each drop stands on its own, yet together they tell a complete story.

The first chapter is all about bold expression—a clash of glam rock edge, romantic silhouettes, and festival cool. Sheer, voluminous blouses and flowing dresses are cut with confidence—slashed necklines, high slits, and lace-up details lend sensuality without overshadowing softness.

Studded tailoring and leather outerwear inject structure into the mix, offering a subtle resistance to the more delicate pieces. Colour plays a quiet but key role. From buttery yellows and sandy neutrals to deep shades of oyster, cognac, and chocolate, the sepia-tinged spectrum evokes long, sunlit days and lingering, nostalgic nights.

“This season, we were inspired by different stages and moments of women’s lives and the richness of femininity,” says Eliana Masgalos, Design Director at H&M. “We wanted to offer exceptional pieces that bring energy and light.”

In the second chapter, femininity evolves with a more sculpted silhouette, yet still retains its dreamy, nostalgic appeal. 90s minimalism is refreshed with a romantic touch, amplified by airy, transparent fabrics and subtle, intriguing details. The art of layering comes alive with tailored suits paired seamlessly with lingerie-style pieces or a sheer trench coat worn over perfectly fitted trousers.

Decorative elements such as micro beads, crystals, and fine metal accents thread through the collection, adding texture and dimension. The jewellery feels fresh yet delicate, with dainty chain necklaces featuring crystals and floral motifs. Beaded earrings and bracelets in soft sorbet tones—pale pink, cream, and silver—bring a subtle yet captivating finish to the look.

Fronting the campaign is a collective of boundary-pushing female artists, including Tyla, FKA twigs, and Caroline Polachek—each bringing their perspective to a collection that champions individuality and self-expression.

We travelled to Singapore last week to celebrate the SS25 collection at Artyzen Singapore. The carefully curated space showcased key pieces from the collection, offering guests an immersive experience of its essence. Singaporean singer-songwriter Regina Song stole the spotlight with a surprise performance, captivating the crowd with her viral TikTok hits.

The exclusive event attracted a star-studded crowd of fashion luminaries from across the region, including Huening Bahiyyih from K-pop group Kep1er, Miss Universe 2018 Catriona Gray, and Vietnamese singer Hoang Yen Chibi. Also in attendance were Malaysia’s beloved couple Scha Alyahya and Awal Ashaari, along with actress Azira Shafinaz and the vibrant girl group Dolla. 

Watch what went down at the event here: