H&M partnered with Dazed Studio to create a cultural-first event series for SS2025.

In flagship stores across London, New York, Stockholm, and Berlin, four female artists shared NOTES ON BEING – their personal perspectives on what it means to be a creative today.

The handwritten responses of Shy Girl, Martine Syms, Gabbriette, and CouCou Chloe were brought to life through in-store activations that turned H&M stores into cultural hubs; featuring custom design and talent-led experiences, from a bakery pop-up to a life drawing session.

London – Shygirl

H&M’s Regent Street flagship transformed into the world of CLUBSHY, Shygirl's own high-energy creative playground. The space came alive with her custom artwork spread across the store, a t-shirt printing station, and a live DJ set.

New York – Martine Syms

In the heart of New York City, Martine Syms unveiled a limited-edition zine; part words and part images that were unmistakably hers. Turning H&M’s Time Square flagship into a moment of personal connection and intimate exchange between her and guests.

Stockholm – Gabbriette

For one night in Stockholm, Gabbriette became the ultimate muse, turning H&M's store into a life-drawing-meet-up. While the crowd sketched her from every angle, airbrush artist Max Danet spray-painted her portrait onto a leather jacket.

Berlin – CouCou Chloe

In Berlin, CouCou Chloe presented custom cakes and exclusive merch in the form of printed t-shirts featuring her bespoke artwork, making the space feel like a blend of a fashion drop and a mini-bakery.