H&M’s New Chapter Finds Its Voice With Elyanna

After a headline-making return to the runway in London, H&M turns to the Middle East with Elyanna leading its new campaign

It’s safe to say that H&M is having a moment. Fresh off the heels of its return to the runway in London — an event that brought the brand back into fashion’s spotlight after years away — it’s clear the Swedish giant is writing a new chapter. The show was not only a statement of design, but of culture: staged like a party, charged with energy, and punctuated by a performance from Lola Young, reminding us of H&M’s long-standing ties to music.

That connection makes its latest announcement feel especially resonant. Palestinian-Chilean singer (and former Harper’s Bazaar Arabia cover star) Elyanna has been unveiled as the face of H&M’s new Middle East campaign. Her artistry makes her a fitting partner for a brand that’s learning how to tap deeper into the pulse of the region.

The collection she fronts, launching 6 November, reimagines occasion dressing with dramatic silhouettes, premium fabrics, and bold accessories styled to local tastes. It’s a reflection of how H&M is meeting its audiences where they are: celebrating self-expression through pieces that feel modern, elevated, and ready for the spotlight.

There’s also a physical dimension to this new chapter. This November, H&M will reopen its two most iconic UAE flagships (Dubai Mall and Mall of the Emirates) transformed into fashion-forward destinations that blend style with beauty, designed to reflect how its communities shop and live.

Just as H&M’s London show reminded the industry of its global stage presence, this partnership signals something more intimate: that the Middle East is not only part of the story, but central to it.

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