Ten Years in Style: Inside H&M South Africa’s S/S25 Music Celebration

All images: Courtesy of H&M SA

Johannesburg came alive on September 10 as H&M South Africa celebrated a decade in the country with its Spring/Summer 2025 Music Experience. The landmark 92 Rivonia building in Sandton was drenched in a dramatic red glow, setting the stage for an evening where fashion met rhythm, and style pulsed in step with sound.

The night unfolded with a kinetic opening from Intimitive Dance Company before segueing into a charged lineup: Kamo Mphela, Shekhinah, and Internet Girl on vocals, alongside magnetic DJ sets from Lelowhatsgood, DJ Kent, and Baby Whitz. Inside the crowd, familiar faces—Nomalanga Shozi, Elaine, lordkez, Nadia Jaftha, and Prince Grootboom, mingled with fashion insiders and culture shapers, all drawn to witness H&M’s marriage of local sound and global style.

“I love how the event mixes fashion, music and good vibes,” said Kamo Mphela. “It feels really special to celebrate this milestone with H&M, ssurrounded by style and sound that feels fresh and fun.” Shekhinah echoed that sentiment: “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.”

The brand leaned into its reputation for staging immersive moments. Guests slipped into cinematic fashion vignettes, paused for H&M Beauty nail touch-ups, and captured themselves inside larger-than-life photo installations. A dedicated Superbalist shopping pod gave attendees early access to the collection before its official launch.

Caroline Nelson, H&M South Africa Country Manager, reflected on the milestone: “Celebrating 10 years of H&M in South Africa is an incredible moment for us. 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”

The Spring/Summer 2025 collection’s second drop pays tribute to the timeless dialogue between fashion and music. Think romantic sheers inspired by festival icons, rock-and-roll eclecticism, and the nostalgic shimmer of Glam Rock and New Romantic styling, all balanced with modern minimalism and a sunlit palette. The collection is live on Superbalist and will land in stores nationwide from September 18.