There is often the question: how can we be more inclusive when it comes to fashion? In an industry where aesthetics reign, trends turn over like clockwork, and innovation sits at the top of the agenda, how do we create a space that champions diversity—not just as a buzzword, but as a core value?
H&M emerges as one of the key players pushing that narrative forward. Known for bridging high fashion with accessibility, the brand has been making intentional strides to reflect the communities it serves. With at least half of its collections designed specifically with Asian markets in mind, H&M signals a deeper commitment to regional relevance, cultural nuance, and authentic representation. In line with this, Vogue Singapore partnered with the brand for the latest edition of Vogue Salon, titled “The New Frontiers of Fashion: H&M’s Journey of Innovation, Inclusivity and Cultural Impact.” The panel, moderated by Vogue Singapore’s Fashion Features editor Maya Menon, brought together a diverse lineup of voices: Elin Sandberg, Head of Marketing & Communications for H&M East Asia; singer-songwriter Shazza; as well as Miss Universe 2018, Catriona Gray.
The conversation began with Sandberg discussing sustainability within H&M, touching on the brand’s long-term goals and actionable deadlines, presenting reinvention as not merely a passing trend, but a long-term responsibility. From there, the discussion moved into the heart of inclusivity. Shazza opened up about growing up in a multicultural society and her personal experience with modest fashion—how she often struggled with representation but found ways to express joy and creativity through styling while still honouring her beliefs. Now, as a musician, she continues to navigate and redefine that space, embracing the freedom of getting dressed without having to second-guess her choices.
Catriona, too, shared from a place of introspection—reflecting on her dual heritage, her move from Australia to Manila, and how those transitions shaped her perspective on culture and beauty. She also spoke about her advocacy work with different organisations and how she’s seeing more mainstream fashion include and open up to more unique body types, including people with disabilities.
Adding to the momentum, Sandberg shared a few exciting collaborations in the pipeline, including partnerships with Polish designer Magda Butrym, as well as Glenn Martens later this year—projects that continue to reflect H&M’s evolving creative direction. In a sweet surprise twist, Shazza revealed the drop of her newest single ‘Medieval’ that very night—written in the wake of rage and reclamation.
The panel closed with a thoughtful Q&A session that sparked conversations about cultural pride, and more insight into H&M’s business strategies. Attendees also got a look at the brand’s spring/summer 2025 collection—a nod to soft ’90s minimalism, with unexpected yet intricate detailing.
The collection itself brings a quiet yet striking elegance, with soft greys, blush pinks, and tan hues. The details add an ethereal touch—micro beads, crystals, and small metallic accents that elevate the minimalistic aesthetic. Key pieces include sheer trousers and blazers, layered with delicate separates, playing with the sheer trend while incorporating sharp, tailored silhouettes. Accessories play a key role in this collection’s tactility, with oversized slouchy clutch bags, paired with sleek metal detailing for a polished finish. Square-toe mules and slippers round off the looks. The jewellery, in contrast to the first drop, embraces a more refined sensibility—layered chain necklaces adorned with crystals and flower motifs, complemented by beaded earrings and bracelets in soft sorbet shades like pale pink, cream, and silver. This collection strikes a perfect balance, merging softness with structured elements, offering a fresh and modish take on simplicity.
H&M’s spring/summer 2025 collection is now available both online and in stores.
