H&M’s summer 2025 campaign takes us to Mérida, Mexico, following a skater-inspired denim edit that laid the groundwork for its new season.
Front and center, Takfarines Bengana and Dara Gueye settle into the warmth of a tiled courtyard, captured by photographer Sam Rock. The advertisement brings together warm-weather essentials, such as patterned resort shirts and brown linen-blend pants.
H&M Summer 2025 Campaign
This season’s relaxed tailoring draws attention to easy shapes and a palette that seems pulled from sun-bleached afternoons. A brown polo worn with leafy print shorts keeps the look grounded while leaving space for the loose cut to suggest something more personal.
H&M’s idea of summer lands softly in the world of vacation dressing. Natural textures hold on to the heat of the day while jewelry and sunglasses break up the calm lines with a modern attitude. Ultimately, H&M’s wardrobe is relaxed yet confident and open to the mood of the season.
