H&M Atelier’s fall-winter 2025 campaign strips fashion back to its essentials. Shot in a working studio surrounded by racks, sketches, and unfinished garments, it shows a setting that mirrors the collection’s intent: to build a modern wardrobe from real materials and practical design.
H&M Atelier Fall/Winter 2025
The H&M Atelier collection, led by menswear designer Ana Hernández, expands the groundwork laid by the pre-fall 2025 range. That earlier chapter introduced a softer rhythm of dressing. Autumn-winter brings weight and substance.
Shapes are fuller, fabrics denser, and the mood steadier. Hernández plays with the meeting point of tailoring and workwear, balancing the structure of a blazer against the blunt utility of canvas, corduroy, and wool.
Key looks reflect that contrast. A rust cable-knit sweater, loosely fitted and worn with wide trousers, feels drawn from a painter’s studio. A long brown coat recalls 1970s outerwear when proportion did the heavy lifting.
Color does much of the work this season. Browns, beiges, and cognac tones are met with deep navy and washed black, producing a palette that looks lifted from industrial materials. The fabrics, many woven in Italian mills, carry a tactile honesty that reinforces the idea of H&M clothing as tool and comfort at once.
The campaign’s minimal presentation suits that idea. It avoids the typical gloss-driven language of fashion and instead documents a record of men preparing, thinking, adjusting. H&M Atelier presents a simple claim, that refinement is found in use, and that good clothes prove their worth over time.
