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H&M is bringing together some big hitmakers to help promote its Spring/Summer 2025 collection.
Doechii, Robyn and Jamie xx will all perform at the inauguralH&M&LA Festival, taking place at a private location in downtown Los Angeles on April 9. The event will feature the artists performing across different stages, as well as a special “club space,” while partygoers browse the latest H&M fashions and enjoy bites from LA institutions like In-N-Out, Pink’s Hot Dogs and Roy Choi’s food trucks. More artists, partners and special guests are also expected to be announced in the coming days.
H&M says the one-night-only event pays homage to Los Angeles and “its dynamic relationship with cinema, sound, and style,” adding that LA was also a source of inspiration for the new spring collection.
“We love LA,” says H&M Chief Creative Officer Jorgen Andersson. “There is a bohemia that is innate to LA and I know the design studio atH&Mwere very inspired by that idea.” Plus, Anderson adds, “the influence of LA on culture is enormous — even if you’ve never been you feel like you have, because you’ve seen it in so many films, so many paintings or photographs. We wanted to celebrate that iconic status.”
Andersson says the brand also wanted to celebrate iconic musicians with their own “sense of identity,” style and sound. “Doechii, Robyn and Jamie xx are icons – innovators in every sense of the word,” he tells Rolling Stone. “We wanted an eclectic mix of artists that reflects the diversity and breadth that we always try to champion atH&Mand I think we have that with this line-up.”
To wit: Andersson says each of the artists are always on rotation at the H&M headquarters in Stockholm, and he’s excited to see them perform live in LA. “Robyn is a constant favourite of all of us atH&M, she is often playing in the studio or office, and Jamie xx is someone whose vision we are very inspired by,” he says. “Doechii is a creative force to be reckoned with – we are thrilled to be working with her and incredibly excited for the recognition she’s received over the last few months, not least with the historic Grammy win.”
Doechii, Robyn and Jamie xx aren’t the onlymusical ties to H&M’s spring plans— Tyla, FKA Twigs and Caroline Polachek appear in theS/S 2025 collection’saccompanying campaign, which offers fresh pieces as ideal for festival season and summer concerts, as they are for a big night out.
SHOP H&M SPRING 2025 COLLECTION ONLINE
The S/S 2025 collection consists of two drops, with the first having launched on March 20. Drop 2 will launch on April 10, immediately following the April 9 Los Angeles event. You can shop the collection here.
The new pieces arrive just in time for Coachella, where H&M has always had a large presence among the thousands of attendees. Andersson says this year’s inspiration blends different references and moods, “from Seventies to Nineties, flamboyant to minimalist” — think lots of sheer and layering pieces, and plays on proportion, in rich shades of brown, beige, gold and tan.
You can preview the new collection at the H&M&LA festival, which is open to the public. Fans will have the opportunity to attend by following social media prompts on the H&M accounts and on the artists’ personal accounts beginning today. The festival is the latest H&M event to combine fashion, art, music and culture, following exclusive parties in New York, Paris and London last year.
