H&M South Africa Marks 10 Years with S/S25 Music Experience in Johannesburg

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

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

The star-studded guest list included Nomalanga Shozi, Elaine, lordkez, Nadia Jaftha, and Prince Grootboom, who joined fashion tastemakers and music lovers in celebrating the vibrant synergy between local talent and global style.

“Being part of H&M’s S/S25 Music Experience for their 10-year celebration is so exciting. 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.

Staying true to its tradition of merging fashion with music and creativity, H&M elevated the night with interactive elements, from H&M Beauty nail touch-ups and immersive photo installations to an exclusive Superbalist shopping pod, allowing guests to shop the collection before its official release. Loyal customers also won tickets through Fashion News sign-ups and competitions, reflecting H&M’s commitment to inclusivity.

“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 it off. We brought people together through local music and creativity while showcasing our new collection, which embodies freedom and self-expression,” – Caroline Nelson, H&M South Africa Country Manager.

The second chapter of the S/S25 collection draws inspiration from the history of music — weaving together the romantic sheers of festival icons, the eclecticism of rock and roll, and the vintage flair of Glam Rock and New Romantic styling. This is reimagined with a touch of romantic minimalism, featuring clean lines and a sun-kissed palette.

The collection is available from 11 September on Superbalist and from 18 September in all H&M stores nationwide.