H&M steps into Spring/Summer 2025 with Notes on Being, a campaign that trades spectacle for stillness, inviting viewers into a world where fashion becomes a mirror to identity. Directed by Albert Moya and captured through the lens of Sam Rock, this contemplative vision departs from fast fashion’s usual rhythm, instead offering a lyrical exploration of presence, texture, and soul.

A cast of singular voices—Caroline Polachek, FKA Twigs, Tyla, Angelina Kendall, Jazzelle, Lennon Sorrenti, Mia Armstrong, Selena Forrest, Sihana Shalaj, and Wali—bring dimensionality and truth to the frame. Each face, styled by Kate Phelan with quietly arresting precision, contributes to a chorus of individuality. Tactile tailoring, sheer layers, and muted hues breathe with human depth—garments that don’t wear the wearer, but accompany them.

Polachek’s sculptural elegance, Twigs’ quiet magnetism, and Tyla’s grounded warmth each underscore the campaign’s intent: to capture the poetics of being. Eliana Masgalos, as Creative Director, steers this shift with emotional clarity, positioning the collection not as trend but as sentiment—a reflection of how clothing can anchor identity in a chaotic world.

Notes on Being is more than a seasonal offering. It is a cinematic meditation on self-expression, elevating high street fashion into a space where beauty is honest, and style begins with presence.