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H&M South Africa marked a major milestone – its 10th anniversary in the country – with the Spring/Summer 2025 Music Experience in Johannesburg. The event not only showcased the brand’s unique fusion of fashion, music, and culture but also launched the second drop of the S/S25 collection.

The iconic 92 Rivonia building in Sandton was transformed into a striking red-hued stage, setting the scene for an unforgettable night of style and sound. The evening kicked off with a powerful performance by Intimitive Dance Company, followed by electrifying performances by Kamo Mphela, Shekhinah, and Internet Girl, alongside DJ sets from Lelowhatsgood, DJ Kent, and Baby Whitz.

Kamo Mphela expressed her excitement about being part of the event, saying, “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.” Shekhinah added, “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.”

Guests were treated to a cinematic fashion experience with interactive elements, including:

– H&M Beauty nail touch-ups: adding a touch of glamour to the evening

– Immersive photo installations: capturing the essence of fashion and music

– Dedicated Superbalist shopping pod: allowing attendees to shop the collection before its official release

Caroline Nelson, H&M South Africa Country Manager, said, “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 new collection, which embodies freedom and self-expression.”

The second chapter of the S/S25 collection draws inspiration from the history of music, featuring:

– Romantic sheers of festival style icons

– Eclecticism of rock and roll fashion

– Vintage allure of Glam Rock and New Romantic styling

– Romantic minimalism with clean lines and a sun-kissed palette

The collection is now available on Superbalist and all H&M stores. H&M’s commitment to inclusivity was evident in the ticket giveaway through Fashion News sign-ups and competitions, ensuring the celebration was shared with the brand’s loyal South African community.