“The autumn campaign celebrates real clothing for everyday experiences, designed to inspire individuality. The new brand identity combines nostalgia with modernity and means a new exciting chapter for and others historical,” he said Jonathan Saunders, creative director and other stories.
H&M'S & OTHER STORIES presents a renewed brand identity under the new CCO Jonathan Saunders, marked by a new logo, tone and creative direction. Debuting with the autumn 2025 collection, the campaign combines nostalgia with modernity, with silhouettes inspired by the 60s and 90s, playful colors, textured fabrics and bold accessories, designed with youth layers and ease.
Modern nostalgia
Dynamic, energetic and empowered, the autumn 2025 collection has been created for people who adopt self -expression. Rooted in modern sensibilities with a feeling of nostalgia, the September collection reimagines everyday pieces with a high edge. Based on the references of the 60s, 70s and 90s, updated for today, the Explore Silhouettes Collection, lived textures inspired by ancient and a fluid attitude, juxtaposed with technical fabrics.
As used
Individuality appears in style, where youth energy is expressed through relaxed layers and unexpected matches. There is an ease in how the pieces are combined: high bomber jackets combined with corduroy pants, knitting in layers with circle or pencil skirts, custom miniskirts with revived variations of the arc blouse and soft wool coats in layers on an even softer denim.
Color palette
Exploring combinations of playful and contrasting colors, the palette has pink bumps, intense ultramarine blue and lemon yellow, bright accents that break the autumn spectrum of Earth's brown, coal gray, burgundy and black.
Silhouette
Characterized by the movement, the instructional and baggy tailor is balanced with sharp cuts and short hems, merging the elegance of the 60s and 70s with the ease of the 90s.
Fabrics
A juxtaposition of textures provides depth and contrast. Vintage inspiration fabrics, such as diffuse Mohair, leather with Croc, Jacquard and Porduroy effect, evoke a feeling of nostalgia. While the directional tailoring in wool and Italian exterior clothing in technical nylon adds a modern edge.
Accessories
The subtle nostalgic elements find new expressions with 70 -dye glasses, thick gold necklaces and leather bags inspired by bowling styles. The belts become a focal point, used on the purpose of miniskirts with hidden knit garments.
Moccasins and Chelsea boots pay tribute to the modern style of the 60s, while large stuffed bags add a gentle touch to a more difficult appearance.
Creative team
The September chapter comes alive in a campaign photographed by Oliver Hadlee Pearch, with Thea Almqvist, Xaria Carter and Sihana Shalaj models. The campaign is designed by Isabelle Sayer, with the art direction of JL Studio and the executive production of Sylvia Farago.
Note: The holder, the ideas and the image of this press release may have been refined by Fiber2Fashion staff; The rest of the content remains unchanged.
Fiber2Fashion News Desk (HU)
