H&M

What does a 3,000-year-old symbol of luxury have to do with summer 2026? For H&M, it became the starting point for an entire seasonal wardrobe. In our Summer 2026 collection, the design team looked to the scarf’s rich history and versatility. From fluid cupro dresses to wrap silhouettes and statement prints; the collection reimagines holiday style through movement and adaptability. Hear from Eliana Masgalos, Edition & Campaign Design Lead, who shares how this single piece shaped design decisions, in everything from silhouettes to styling. #HM #SummerCollection

H&M’s Pre-Loved concept is more than just an add-on, it’s becoming part of the modern retail experience. A physical destination where discovery, circularity and style meet. “This is an initiative in line with the times. We can see a growing number of fashion-conscious customers mixing second-hand with new products to create their own unique style”, says Matilda Bauer (former Eckerström), Pre-Loved Buyer and Assortment Manager, H&M. The journey started with a single shop-in-shop in Barcelona 2023 and has since grown to 13 cities and 15 locations worldwide; with Stockholm Hamngatan and Vienna representing our most recent openings.  Visit one of our Pre-Loved locations and experience it for yourself.      #HM #HMPreLoved

Blurring the lines between runway and nightclub.   Together with Stella McCartney, we staged a global launch event in New York, echoing the spirit and evolution of our first iconic designer collaboration from 20 years ago. A celebratory evening, bringing forth our shared commitment to design, responsibility and self-expression.   Reneé Rapp, Yasmin Wijnaldum, Janelle Monáe, Lila Moss, Amelia Gray and Charlotte Lawrence were among the many attendees enjoying DJ sets from Mark Ronson, Zuri Marley and Daisy O'Dell, as well as a surprise live performance by English rapper Dave. The Stella McCartney H&M collection drops 7 May.     #HM #StellaMcCartneyHM

H&M HOME enters the international design stage at Milan Design Week for the first time, together with acclaimed American interior designer Kelly Wearstler. Until Sunday 26 April, visitors can experience nine selected pieces from the upcoming collection in an immersive Studio Boum produced installation at the 17th-century Baroque residence, Palazzo Acerbi. “Seeing the installation come together and then watching visitors experience it gave, a real sense of joy and achievement. It really feels like the beginning of something big, rather than just one moment”, Evelina Kravaev-Söderberg, Head of Design & Creative, H&M HOME.  In Milan? Visit us at Palazzo Acerbi at Corso Di Porta Romana 3, in Porta Romana area. #HM #HMHOME #KellyWearstler #MilanDesignWeek  

H&M Beauty is teaming up with iconic Swedish candy brand BUBS to launch a limited-edition, candy-inspired sensorial collection. The collaboration taps into the global obsession with Swedish candy, while staying rooted in a beloved once-a-week local tradition of ‘Saturday sweets’. “We wanted to capture the joy and nostalgia of Swedish candy culture and translate it into a playful beauty experience”, says Mirja Kjellberg, Head of Private Label, H&M Beauty. “We are thrilled with how BUBS’ unique flavors and shapes are translated into lifestyle and everyday accessories. We love how the candy and beauty world come together in a creative and groundbreaking way”, says Helena Sandström, International Marketing Manager BUBS, Orkla Snacks.    Available 23 April in the Nordics and 30 April globally. #HM #HMBeauty #SwedishCandy 

The full Stella McCartney H&M collection unveiled. H&M welcomes back sustainability pioneer Stella McCartney with a new designer collaboration, twenty years after our first partnership together.  “Coming back together now with H&M felt like a chance to look at how far we’ve come on this topic. Reworking pieces from my archive brought back so much energy and joy. I didn’t want it to feel like a museum, though. I wanted it to feel alive”, says Stella McCartney. Expect oversized shirting, sweeping trenches and sharp tailoring, balanced with playful bejewelled prints and slogan tops — a collection that places material innovation at the centre. See selected looks from the campaign. #HM #HMDesignerCollaboration #StellaMcCartneyHM 

We have officially reopened our flagship store, bringing H&M back to one of our most iconic addresses in Stockholm.   “Flagship store openings are always special. They show what we can do when we are at our best. We first opened here in 1972 and now we have the opportunity to reopen it for a new generation of customers”, says Daniel Ervér, CEO, H&M Group. In this three-story, 4,500 square metre renovated space customers can discover our latest fashion collections, browse a curated beauty assortment and experience the H&M Pre-Loved initiative with carefully selected vintage gems. Integrated art installations and architectural features further contributes to a shopping experience beyond the ordinary. Come visit us on Hamngatan 22. #HM #HMFlagshipStore

Our newly established H&M Stella McCartney Insights Board held its first-ever meeting in London on 23 March. Board members — including pioneering industry voices Kiara Nirghin, Susie Bubble, Amelia Gray, Adwoa Aboah, Anitta and H&M topic experts — will meet for a series of conversations moderated by Julie Gilhart during 2026 and 2027, exploring new ways for fashion brands to drive real industry progress.    “Fashion has an opportunity to lead with honesty, transparency and a willingness to challenge itself. That’s what excites me about the Insights Board. It is about listening and learning, not just from the voices around the table, but from the communities they represent”, says Stella McCartney, Fashion Designer.    “We are excited to start this dialogue that connects different voices and perspectives from across the fashion world. The Insights Board is a unique opportunity to listen and explore how we can move both ourselves and the fashion industry forward”, says Daniel Ervér, CEO, H&M Group.    With the Insights Board we aim to continually challenge and disrupt what is possible: to find new ways for brands, and for the industry as a whole, to influence and drive change.  #HM #HMStellaMcCartney

Spring 2026 begins in contrast. H&M enters the new season by proudly unveiling our S/S 26 collection that boldly blends nostalgic influences with modern, contrasting elements.  “Every small detail is there intentionally. I loved building the universe around this collection: it’s sensual, sharp, fluid, provocative and refined”, says Eliana Masgalos, Design Lead at H&M Womenswear. #HM #SS26