H&M South Africa Celebrates 10 Years with S/S25 Music Experience in Johannesburg
On 10 September, H&M South Africa lit up Johannesburg with the S/S25 Music Experience – a night of fashion, music and celebration marking both the arrival of the second drop of the Spring/Summer 2025 collection and the brand’s 10-year anniversary in South Africa. The iconic 92 Rivonia building in Sandton was transformed into a striking red-hued stage, creating the perfect backdrop for an unforgettable night of style and sound.
The night opened with an energetic performance by Intimitive Dance Company, setting the tone for an epic lineup of live performances by Kamo Mphela, Shekhinah and Internet Girl, and dynamic DJ sets by Lelowhatsgood, DJ Kent and Baby Whitz. The guest list included Nomalanga Shozi, Elaine, lordkez, Nadia Jaftha and Prince Grootboom who joined fashion lovers and tastemakers in experiencing the vibrant mix of local music and spring fashion.
“Being part of H&M’s S/S 25 Music Experience for their 10-year celebration is so exciting. I love how the event mixes fashion, music and good vibes. It’s all about expression and energy, which is exactly what I stand for. It feels really special to celebrate this milestone with H&M surrounded by style and sound that feels fresh and fun,” – Kamo Mphela.
“H&M is an iconic brand that is so loud about their love for music and fashion, which are my passions, and I am excited to share this stage with creatives and artists that are like minded,” –Shekhinah.
H&M has a rich history of bringing fashion and music together, and the S/S25 Music Experience carried that legacy forward. Guests were invited to immerse themselves in a world of cinematic fashion moments while enjoying interactive elements such as H&M Beauty nail touch-ups, immersive photo installations, and a dedicated online shopping pod where attendees could shop the collection on Superbalist ahead of its official launch.
Fitting with H&M’s spirit of inclusivity, customers were given the chance to win event tickets through Fashion News signups and competitions, ensuring the celebration was shared with the brand’s loyal South African community.
“Celebrating 10 years of H&M in South Africa is an incredible milestone, and the S/S25 Music Experience was the perfect way to kick off our anniversary. We brought people together through local music and creativity while showcasing our Spring/Summer collection, which captures the spirit of freedom and self-expression that resonates so strongly with our customers and our brand,” – Caroline Nelson, H&M South Africa Country Manager.
The second chapter of the ethereally bohemian S/S 2025 collection nods to the history of music, evoking the romantic sheers of festival style icons, the eclecticism of rock and roll fashion, and the vintage allure of Glam Rock and New Romantic styling.
The second chapter blends these references with a romantic minimalism, bringing clean lines and a sun-kissed palette. The collection is available from 11 September on Superbalist and from 18 September at all H&M stores.
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