H&M A/W26 consists of two drops with the first chapter looking to the cultural revolution of late 90s Britain when a range of boundary-defying creatives, artists, musicians and style icons redefined self-expression and attitude. The first chapter of H&M’s A/W 25 collection brings a lively nostalgia, continuing the fashion-forward blending of eras.

Silhouettes and moods pay homage to the UK, with flashes of Brit Pop and London subculture appearing in twists on heritage patterns, decadent romance, and chic sporty separates.


The campaign features models of the moment Mona Tougaard, Vittoria Ceretti, Alex Consani, Sora Choi and Angelina Kendall wearing the H&M A/W26 campaign, styled by Jacob K and shot in London by Anthony Seklaoui and Mitch Ryan.

“The first chapter of our A/W season is really about balancing heavy and light. The mood is a playful eclecticism that nods to the iconic look and spirit of the 90s, when lacy, light piece were effortlessness thrown together with denim, leather or sportswear.” – Eliana Masgalos, Design

Director, H&M