Last year, H&M went on a world tour with its event series, hosting parties with the likes of Charli xcx, Troye Sivan, OFFSET, Arca and Caroline Polachek. Now, the Swedish brand is back but trading warehouses for a more intimate experience in different stores across the world. 

To celebrate H&M's newest SS25 collection, the new event series is designed to bring the collection to life through music, fashion, and culture. First up, Shygirl’s famous night CLUBSHY is taking over H&M Regent Street for a one-night-only party before continuing throughout the weekend.

Taking place on Friday 28 March, from 6-8 PM, for this edition of CLUBSHY, Shygirl is curating a night of music with DJ sets from herself, Hasani, and Angelita, plus a live performance from Babymorocco. She’s also created an exclusive artwork for the event, which will be available as a limited-edition t-shirt and poster, printed on-site and free to take home.

At the centre of the series is H&M’s SS25 collection, which taps into the current bohemian renaissance. Just in time for festival season, the collection will drop in two parts over the next month. The first release, landing March 20, leans into more ethereal aesthetics with sheer, voluminous blouses, intricate crochet dresses, and tiered skirts made for dancing in. Subtle, nostalgic 70s and 90s references are available throughout the collection, with lace-up tunics, multi-pocket leather jackets, and festival-style biker boots.

Fronted by Tyla, FKA twigs, and Caroline Polachek, the campaign brings together a diverse collective of women who embody H&M’s vision of style as self-expression. “This season, we were inspired by different stages and moments of women’s lives and the richness of femininity,” explains Eliana Masgalos, Design Director of H&M. “We wanted to offer exceptional pieces that bring energy and light. A sense of escape felt very relevant: we wanted to play with a beautiful bohemia, rock icons and festival freedom”.

If you miss Friday’s event, you can still grab a tee or poster over the weekend, printing continues from 12-5 PM on Saturday and Sunday at the Regent Street store. But just be aware, once they’re gone, they are gone for good! Head here to sign up.

Following the first event, H&M will head to New York with Martine Syms, Stockholm with Gabriette and finally Berlin with Coucou Chloe. Tickets are free and first come first serve. Keep an eye out here for upcoming events.