H&M Studio Unveils Fall 2025 Collection Inspired by Brazil

H&M Studio has launched its Fall 2025 Ready-to-Wear collection, marking a significant moment for the Swedish fashion brand as it expands into Brazil with its first store in São Paulo. The collection draws inspiration from Brazil’s vibrant “melting pot” culture, aiming to create a dialogue between the contrasting aesthetics of São Paulo and Stockholm. This juxtaposition highlights the interplay of hot versus cold and the rawness of brutalism against the polish of minimalism.

The creative direction, as described by Ann-Sofie Johansson, attempted to embody this theme through various elements. While the concept resonated more strongly on paper than in execution, some pieces did reflect the influence of brutalist architecture. Johansson mentioned that the “concrete feeling” is evident in the collection’s use of gray tones, along with exposed zippers and raw wedge designs.

In São Paulo, Johansson observed the presence of “uber feminine women,” a contrast to the style often found in Stockholm. This observation inspired the design team to incorporate softer aspects into the collection, resulting in a blend of hard and delicate designs. The collection features feminine lingerie pieces adorned with inset “lace” panels, a pink peplum sweater, vintage wallpaper prints, and floral jewelry, elements that are both recognizable and stereotypically feminine.

Balancing Masculine and Feminine Aesthetics

The collection also showcases a range of more “masculine” tailoring. Notable pieces include a double-breasted coat dress, a square-shouldered blazer with a stand collar, and a variety of pant suits. This duality of style is characteristic of H&M Studio’s offerings, but the Fall 2025 collection places a particular emphasis on the contrasts between “strictness and softness” as well as “rawness and sweetness.”

Johansson’s vision for the collection reflects a thoughtful exploration of cultural influences and gender expressions in fashion. The design team aimed to create pieces that resonate with the complexities of contemporary style, blending elements that appeal to a diverse audience.

As H&M Studio continues to bridge global influences, the Fall 2025 collection stands as a testament to the brand’s commitment to innovation and inclusivity. With its debut in São Paulo, H&M Studio is poised to capture the attention of fashion enthusiasts in both Brazil and beyond, offering a unique perspective that celebrates the beauty of cultural exchange.