The covetable contrasts of H&M Studio AW25 are captured by Hanna MW and Rami Hanna

H&M Studio AW25 is a study in contrasts. Raw edges and exposed linings meet structured silhouettes. Nods to heritage and craft meet a distinctly Scandinavian minimalism. Fluidity and feminine flourishes meet considered tailoring. These juxtapositions were top of mind when stylist Hanna MW and photographer Rami Hanna, better known as the creative duo HA/NA, packed up their favourite pieces from the collection and whisked off to the idyllic island of Tenerife in Spain to capture H&M Studio AW25 through their distinctive lens.

“We’re always drawn to beautiful, warm environments and natural light combined with strong architecture,” says Hanna. As Rami notes, the contrast between the island’s concrete-heavy urban environments and pristine beaches reflects the ethos of garments. “The island is filled with dramatic scenery and bold architecture,” he says. “A setting that feels tailor-made for the collection.” Fittingly, the collection finds much of its inspiration in São Paulo, a city that boasts similarly brutalist architecture and stunning coastal views.

For Hanna, whose own aesthetic favours an eclectic approach to minimalism – one that’s both nostalgic and of-the-moment – styling the AW25 collection was a particular pleasure. “I see many wardrobe staples that I will wear for many years to come,” says Hanna. “It’s the perfect basics but with an edge, making it feel timeless yet modern. A rare combination to truly nail.”

Hanna points to that ankle-grazing black wool overcoat, with its razor-sharp shoulders and gently nipped waist, as one such forever favourite. Another standout: those slouchy chocolate brown knee-high boots. When asked which piece he was most excited to photograph, Rami also called out the boots. “If I didn’t say the beautiful leather boots I would be lying,” he says.

In keeping with the collection’s pleasing oppositions, whilst Hanna and Rami were capturing the pieces on the serene sands and quiet back alleys of Tenerife, over in London a more raucous H&M celebration was taking place. Held amidst London Fashion Week at 180 Strand, “The London Issue” brought out tastemakers and It girls from around the globe (including Swedes Erika Linder, Evin Ahmad and Hilda Sandström and Danes Chili Dia and Thora Valdimars) to take in a mix of the brand’s elevated AW25 collections: both drops of the main AW25 line, menswear label H&M Atelier and the very Studio collection shot by HA/NA. It was an extraordinary event, featuring a love performance by Lola Young and curated by acclaimed editor Katie Grand. Storming the red-lit runway in looks inspired by the creative icons of 1990s Britain were supermodels Alex Consani, Paloma Elsesser and Amelia Gray.

Though the mood in Tenerife was certainly more serene, the moments captured by HA/NA were just as impactful as those showcased at “The London Issue”. Working with unexpected layering –for instance, flared nude tights worn under a sequin pencil skirt (ideally crafted to catch the island light) – Hanna amped up the notion of juxtaposition for Rami’s lens. Elsewhere, pieces were minimally styled, left to shine on their own. “We focused more on direction and posing rather than heavy styling for this collection,” says Hanna. “I want to work around the sculptural silhouettes, letting them interact with the beautiful light of the island,” adds Rami.

The resulting images speak to the desirability of these pieces – the sort of items that will live in one’s steady wardrobe rotation for seasons to come. As Rami notes, the AW25 collection embodies “the perfect fall wardrobe”. Hanna takes it one step further: “In my opinion,” she says. “This is one of the strongest Studio collections so far.”

Shop H&M Studio's AW25 collection here from 10AM CESTThursday 25th September.