H&M‘s Spring 2025 campaign presents a striking lineup of music and style icons, including Tyla, FKA twigs, Caroline Polachek, and the Ibeyi sisters, bringing an almost ethereal quality to the brand’s latest offerings. Photographed by Sam Rock and featured in a film by Albert Moya, these artists transformed the campaign into a display of their individual styles and personas.
SPRING 2025
During a candid chat about her role in the campaign, Tyla dismisses the label of style icon with a laugh, highlighting her natural affinity for fashion and her desire to continuously evolve her style. “I just love that people are able to tag me in ‘Tyla coded outfits’ and see me in fashion because I’ve always loved it… It makes me want to switch it up and see what else I can make Tyla coded,” she explains. Her approach to fashion is intuitive and personal, making her a perfect fit for a brand like H&M, which aims to bridge the gap between high fashion sensibilities and accessible street style.
The Spring 2025 collection itself is an exploration of bohemia, embodying a sense of freedom and escape that resonates deeply in today’s fashion landscape. Eliana Masgalos, H&M’s Womenswear Design Lead, shares insights into the creative process: “Our mood board was super eclectic: we had pictures of iconic festival looks, the amazing and infamous mixes of sparkling or sheer dresses with wellies and sunglasses, alongside shots of glam rock musicians, and New Romantic icons.” This eclectic mix translates into the garments, offering something for everyone, from festival-ready sparkles to minimal, sharp silhouettes in the collection’s second drop.
Tyla’s relationship with fashion is emblematic of a broader trend within the industry where personal style and public persona are intertwined. Her ability to combine cultural specificity from her South African roots with a futuristic aesthetic reflects the tension between accessibility and aspiration, a key theme H&M capitalizes on in its seasonal offerings. This alignment makes Tyla not just a face of the campaign but a muse reflecting the brand’s values and vision.
The campaign’s timing and thematic focus on music and fashion also highlight H&M’s strategic integration of cultural programming, which includes a music-centered event series set to continue in Los Angeles. “For years, we’ve been partnering with musical icons and singers, it really feels like a part of who we are, as a brand,” Masgalos remarks.
For those fascinated by the intersections of music, fashion, and cultural expression, H&M’s Spring 2025 campaign is an illustration of how brands can engage with cultural icons to create more than just clothing but a movement. As the collection prepares to launch on March 20 online, it promises not only new styles but new inspirations.
