Swedish H&M's & Other Stories unveils new spirit for Fall 2025

“The Fall campaign celebrates real clothes for everyday experiences, designed to inspire individuality. The new brand identity combines nostalgia with modernity and signifies an exciting new chapter for & Other Storied,” said Jonathan Saunders, Chief Creative Officer, & Other Stories.

Modern nostalgia

Dynamic, energetic, and empowered, the Fall 2025 collection has been created for individuals who embrace self-expression. Rooted in modern sensibilities with a feel of nostalgia, the September collection re-imagines everyday pieces with an elevated edge. Drawing on references from the 60s, 70s, and 90s, updated for today, the collection explores progressive silhouettes, vintage-inspired lived-in textures, and a fluid attitude, juxtaposed with technical fabrics.

How it’s worn

Individuality comes through in the styling, where youthful energy is expressed through laid-back layering and unexpected pairings. There’s an ease in how pieces are combined — elevated bomber jackets paired with corduroy trousers, layered knitwear with circle or pencil skirts, tailored miniskirts with revived variations of the bow blouse, and slouchy wool coats layered over even slouchier denim.

Colour palette

Exploring playful and contrasting colour combinations, the palette features punctuating pops of pink, intense ultramarine blue, and lemon yellow — bright accents that break up the autumnal spectrum of earthy browns, charcoal grey, burgundy, and black.

Silhouette

Characterised by movement, insouciant, slouchy tailoring is balanced by sharp cuts and short hemlines, merging the elegance of the 60s and 70s with the ease of the 90s.

Fabrics

A juxtaposition of textures provides depth and contrast. Vintage-inspired fabrics, such as fuzzy mohair, croc-effect leather, jacquard and corduroy, evoke a sense of nostalgia. Whilst directional tailoring in Italian wool and outerwear in technical nylon adds a modern edge.

Accessories

Subtle nostalgic elements find new expressions with 70s-tinged eyewear, chunky gold-tone necklaces, and leather bags inspired by bowling styles. Belts become a focal point, purposefully worn over miniskirts with knitwear tucked in.

Loafers and Chelsea boots pay homage to 60s Mod style, whilst oversized teddy bags add a soft touch to tougher looks.

Creative team

The September chapter comes to life in a campaign photographed by Oliver Hadlee Pearch, featuring models Thea Almqvist, Xaria Carter and Sihana Shalaj. The campaign is styled by Isabelle Sayer, with art direction by JL Studio, and executive production by Sylvia Farago.

Note: The headline, insights, and image of this press release may have been refined by the Fibre2Fashion staff; the rest of the content remains unchanged.

ALCHEMPro News Desk (HU)