On 19 March, H&M South Africa kicked off the A/W 2025 season with a party that celebrated fashion and music and their powerful connection to self-expression. Against the atmospheric, red-lit backdrop of The Playground in vibey Braamfontein in Johannesburg, guests were immersed in a night of unforgettable music and fashion, featuring headline performances by two of South Africa’s biggest musical acts – Uncle Waffles and DBN Gogo. DJ sets by Franadilla, Ponahalo and Nkuley added to the dynamic energy, ensuring the party was a non-stop celebration of sound and style.
Uncle Waffles shared, “Fashion has always been a passion of mine – it’s how I express and tie in all of my creative concepts. So to bring my set to the A/W 2025 H&M launch in South Africa was so special to me. I really looked forward to giving my H&M baes a big kiss.“
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Local A/W influencer campaign talents including Filah Lah Lah, lordkez, Elaine, Nomalanga Shozi and Melody Molale brought their unique style to the event, each showcasing standout looks from H&M’s A/W 2025 collection. The party was also attended by Shekhinah, Trevor Stuurman, Anele Zondo, Shamiso Mosaka, Rowlene, Gigi Lamayne and Kamo WW.
The connection between fashion, music and culture has always been close to the H&M brand as powerful tools to unleash self-expression. Its A/W campaign and launch party is a celebration of that.
“We’re incredibly proud to host an event that gathers the South African fashion community, highlights local musical talent, and showcases the strength of the A/W 2025 collection. It was an unforgettable night that fused the best of fashion and music,” said Caroline Nelson, H&M South Africa’s Country Manager.
Guests were treated to a red carpet, special photo moments, and an array of delicious food and drinks. H&M customers and Fashion News subscribers also had the chance to win access to the launch celebration through competitions run by H&M in collaboration with Superbalist and Varsity Vibe.
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The A/W 2025 collection, launching in South Africa on 20 March, will be available in all H&M stores nationwide and online via Superbalist. The collection marks a milestone moment for H&M, reaffirming the brand’s fashion expertise. With a range of elevated materials, various inspirations from different eras of time, and a broad price range, the A/W 2025 collection reflects the diversity of H&M and its commitment to makingfashion accessible to all.
