For Resort 2025, H&M Studio enters a bold new chapter, extending its narrative-driven concept into pre-season collections with a spirit that feels worldly, tactile, and quietly adventurous. Under the creative direction of Ann-Sofie Johansson, H&M’s most elevated line continues to distinguish itself—delivering accessible luxury with a thoughtful, intimate approach to design.

The debut Resort collection draws its soul from Marrakech, a city whose textures, palettes, and rhythms have inspired generations. Yet, rather than leaning into the obvious, H&M Studio presents a refined, modern interpretation—capturing the spirit of the place without succumbing to nostalgia or pastiche. The opening ensemble—a cropped jacket detailed with Moroccan-inspired embroidery, paired with curved-seamed, studded jeans—perfectly encapsulates the collection’s balance between restraint and decorative richness.

A palette of sandy neutrals, sunbaked rusts, and muted grays anchors the offering, punctuated by flashes of electric blue that lend a fresh, kinetic energy. Recent signatures, such as precision tailoring, reappear with crisp shorts suits that weave structure into the otherwise fluid silhouettes. The collection whispers of bohemian influences but never loses its sense of polish—resulting in pieces that feel effortless, grounded, and unmistakably modern.

Texture plays a crucial, almost poetic role. Fabrics maintain a visual lightness, yet upon closer touch reveal a subtly crunchy hand—an homage to the natural elements of desert life. This tactile honesty mirrors Johansson’s vision of Resort fashion: an invitation to relax, to connect more deeply with materiality, and to embrace a slower, more deliberate pace.

With its Resort 2025 debut, H&M Studio continues to chart its own course—offering a new kind of wanderlust, one rooted not just in place, but in the timeless allure of craftsmanship, curiosity, and personal expression.