H&M Celebrates Womanhood With FKA Twigs and Tyla

Girlypop giggles and silly smiles are the subject of H&M’s S/S 25 campaign, which honours femininity through airy clothes and gold jewellery. Rosy cheeked musicians waltz around a cream set murmuring “we just like to be silly” and 'I’m really interested in, like, being creative.'

Abandoning her Eusexua raves and cyborg SFX, FKA Twigs comes clad in a floaty brown dress and vegan leather jacket. These girlies are at one with their womanhood, and empire line maxi dresses say just that. Inspired by the New Romantics and glam rock musicians of the past, the collection speaks to the boho-spirit of festival dressing. Sauntering past her sister, Tyla wears a barely-there mini skirt and oversized shirt. She’s so free, she doesn’t even need to do the buttons up.

The campaign video comes from the mind of director Albert Moya. Winning The Best Fashion Film Award for his Dries Van Noten advert back in 2015, Moya has since collaborated with luxury houses including Louis Vuitton and Gucci. Inflected with a sense of existential depth, his poetic films speak to the art of fashion - not just commerce. Group hugs and hand-holding define Moya’s depiction of the H&M female experience, with slow piano and intense eye contact providing a sense of community wellbeing.

This collection coincides with H&M’s pivot towards a larger market share. Through higher quality pieces and pricey talent, they’re abandoning their position as a fast fashion behemoth and catapulting themselves into the middle market. Some jackets from the S/S 25 collection will be £380, while £20 tops are available to the masses.

After the gloom of winter, weightless dresses and bohemian sunglasses are a welcome change. To celebrate the move to Spring, H&M are hosting a LA festival on 9 April. Blending fashion and music, it is set to rival Galsto.