H&M Backs Six Spring Trends
H&M is backing six major trends for spring 2026: relaxed tailoring, playful stripes, coordinated sets, and layering-friendly knits. Who What Wear's shopping editors highlight these pieces are expected to sell out quickly. The focus centers on easy-to-wear separates and affordable statement pieces.
- For the full fiscal year 2025, H&M Group's net sales saw a 2% increase in local currencies, with an improved operating margin of 8.1%. However, for the period of December 1, 2025, to January 31, 2026, the company projected a 2% sales decrease in local currencies. - The brand is undergoing a physical retail shift, having reduced its total number of stores to 4,101 by the end of fiscal year 2025, a net decrease of 152 stores. The plan for 2026 includes opening approximately 80 new stores, primarily in growth markets, while closing around 160 existing locations. - H&M's spring 2025 collection focused on trends such as '70s boho, butter yellow, animal-print accessories, and barrel-leg denim, indicating a move from more distinct aesthetics to versatile separates in 2026. - The fast fashion market, in which H&M holds a market share of over 16%, was valued at $49.67 billion in 2025 and is projected to grow to $52.89 billion in 2026. - H&M is advancing its sustainability goals, reporting that in 2024, 89% of its materials were either recycled or sustainably sourced, nearing its 2025 goal of 30% recycled materials a year ahead of schedule. The company aims to use 100% recycled or sustainably sourced materials by 2030. - The company has also made strides in its supply chain, reducing the number of garment suppliers using on-site coal boilers from 118 in 2022 to 27 in 2024, with a goal to completely phase them out by 2026. - Broader 2026 fashion industry trends emphasize a shift away from micro-trends towards individual style, with a focus on quality, transparency, and natural materials. - As part of its circularity efforts, H&M has expanded its pre-owned and resale offerings, which are now available in 26 markets through its investment in the resale platform Sellpy and in-store take-back programs.
