Swedish-born clothing retailer H&M is kicking off its autumn/winter 2025 collection launch with a series of activations across Australia.
The east coast tour starts with a party in Sydney on March 20, which will feature a performance by artist Benee and DJ sets by local artist Andy Garvey. The space will be transformed with H&M’s red colourway.
The invite list will feature a mix of fashion insiders, industry professionals, and a select number of customers. From March 5, loyalty customers have had the opportunity to sign up for a chance to attend the event through an exclusive member competition available on the H&M website.
In addition to the Sydney launch party, H&M will roll out a range of experiences across multiple flagship stores in Australia.
From March 19 to 23, H&M GPO Melbourne will host a DJ and live installation with an interactive kaleidoscope photo moment, available for six weeks.
At H&M Pitt Street in Sydney, the first floor will be transformed into the H&M café where customers can obtain a gift with purchase from March 22 to 27.
The following weekend, H&M Parramatta will also offer a gift with purchase through a pop-up H&M café within the mall to extend the celebration.
"The connection between fashion, music, and culture has always been integral to the H&M brand,”AU/NZ country manager Anna Baldwin said.
“This event embodies our belief in the power of creativity to inspire and unite people. We’re excited to celebrate our A/W 2025 collection by bringing together so many influential voices and diverse communities.”
H&M manages nine stores across New Zealand and 35 stores across Australia.
In the 2023 financial year, HM Group – the overarching parent of H&M alongside COS, & Other Stories, and Monki – reported an operating profit of 14.5 billion Swedish kronor (~A$2.25 billion), which is roughly double what it made in 2022.
This has lifted to 17.3 billion Swedish kronor in 2024.