“Fall campaign celebrates real clothes for everyday experiences, designed to inspire personality. The new brand identity combines indifference with modernity and reflects an exciting new chapter for others,” Jonathan Saunders, Chief Creative Officer, and other stories.
H&M and other stories revealed a fresh brand identity under the new CCO Jonathan Saunders marked by a new logo, tone and creative direction. Fall, making debut with 2025 collections, the campaign mixes nostalgia with modernity, which includes the 60s -inspired silhouettes, playful colors, textured fabrics and bold Accessories, which are young layering and easily styled.
Modern apathy
Dynamic, energetic and strong, fall 2025 collections are designed for individuals who embrace self-realization. Inherent in modern sensations with a feeling of indifference, the September collection again imagines everyday pieces with a high edge. Drawing on references of 60, 70 and 90s updated for today, collections are associated with progressive silhouettes, vintage-inspired living textures, and a fluid attitude, technical clothing.
How it is worn
Personality comes in style, where young energy is expressed through late-back-back layering and unexpected pair. There is an ease of how the pieces are combined – advanced bombing jackets are paired with curuderoy trousers, layered nitwear with circles or pencil skirts, sewn with revived variations of bo blouses, mineskirts, and slutier denim also Slouchie wool coat on denim.
Colored palette
The palette has pink, acute ultramarine blue, and lemon yellow popping popping popping – bright accents that broke soil brown, charcoal gray, burgundy and black autumn spectrum.
Silhouette
The characteristic of the movement, insensitive, dull tailoring is balanced by sharp cuts and small hemline, with ease of the 90s, the elegance of the 60s and 70s is merged with the ease of the 90s.
Clothes
A juice of texture provides depth and contrast. Vintage-induced fabrics, such as fuzzy mohair, croc-effect leather, jacquard and corporate, create a sense of apathy. Whereas in the technical nylon, directional stitching in Italian wool and external clothing adds a modern edge.
stuff
Micro-indifferent elements get new expressions with a 70s tinged eyewear, chunky gold-tone necklace and bowling styling inspired leather bags. The belts become a focal point, purposefully worn on miniskirts, with a knitwear tuck.
Loafers and Chelsea boots pay homage to the 60s modes, while oversized teddy bags add a soft touch to look hard.
Creative team
The September chapter comes into life in a campaign photographed by Oliver Hadley Parach, which features models Thia Almakist, Zaria Carter and Sihana Shalaj. The campaign is styled by Isabel Sare, which has art direction by JL Studio and executive production by Silvia Farago.
Note: The headline, insight and image of this press release can be refined by fiber2fashion employees; The rest of the material remains unchanged.
Fibre2fashion News Desk (HU)
