Tyla and Sydney Seethal Star in H&M’s Spring/Summer 2025 Campaign

The H&M Spring/Summer 2025 collection is here, and it’s bringing star power like never before. Grammy-winning sensation Tyla Seethal and her sister Sydney Seethal take center stage in the brand’s latest campaign, joining international icons FKA Twigs and Caroline Polachek.

Showcasing H&M’s vibrant and playful “Festival-Ready” collection, the Seethal sisters bring effortless style and charisma, proving they’re a force to be reckoned with in both fashion and music.

A Celebration of Femininity and Expression

H&M’s S/S 2025 collection is an ode to femininity: an intriguing exploration of moods, sensibilities and identities. A diverse collective of inspiring female icons appears in the new campaign, including musicians Tyla, FKA twigs and Caroline Polachek among others. Both the collection and campaign continue to assert H&M’s strong fashion vision, and its leadership in championing exceptional design and collaboration across the music and fashion fields.

The collection pays homage to the multi-faceted nature of contemporary femininity. The mood is a subtle and dreamy nostalgia, which blends past and present in captivating ways. Heirloom-style pieces are updated with an urban and refined edge. 70s, 90s, and today all combine. The mood is carefree and yet sharply confident. Each piece conveys an ethereal and sensual bohemia.

The collection is the perfect marker for Spring: filled with a sense of freedom, vitality, spirit and light. It will be celebrated with a festival blending fashion and music in Los Angeles on 9 April. This event will pay homage to the city, celebrating its dynamic relationship to cinema, sound and style.

Tyla’s Rising Fashion Influence

At just 20 years old, Tyla has been making waves in both the music and fashion industries. Her standout Chanel moment at Paris Fashion Week, where she stunned in a Barbie-pink tweed jacket, strapless top, and mini skirt, cemented her place among the world’s most stylish stars.

Sitting front row next to Anna Wintour at the Chanel show, Tyla showcased her impeccable fashion sense—an energy she now brings to H&M’s latest campaign.

Sydney Seethal Steps Into the Spotlight

Tyla’s sister, Sydney Seethal, is proving to be a fashion powerhouse in her own right. With a distinct style and undeniable presence, she’s no stranger to the spotlight.

She has previously walked the L’Oréal Paris “Walk Your Worth” runway alongside former Miss South Africa Lalela Mswane and starred in Mr Price’s “In Our Icon Era” campaign.

Now, as part of H&M’s diverse lineup, Sydney is stepping further into the fashion world, bringing her unique flair to the global stage.

A Dreamy, Festival-Ready Collection

H&M’s Design Director, Eliana Masgalos, describes the collection as a mix of past and present, designed to capture the essence of femininity and freedom.

“We wanted to offer exceptional pieces that bring energy and light. A sense of escape felt very relevant—we wanted to play with a beautiful bohemia, rock icons, and festival freedom,” says Masgalos.

H&M’s S/S 2025 Collection launches in the Northern Hemisphere on 20 March 2025, and will be available in South Africa this coming August.

Follow Joburg ETC on Facebook, Twitter , TikTok and Instagram

For more News in Johannesburg, visit joburgetc.com