On July 17, 2025, H&M dropped its most personal collection yet — a summer vacation capsule co-designed by British model and content creator Mia Regan. The collection, titled The Mia Regan Edit, isn’t just another influencer drop. It’s a scrapbook made of fabric: embroidered snapshots of her friends, hand-drawn sketches of Ibiza sunsets, and silhouettes pulled from hazy festival nights across the UK. And it’s all available exclusively at hm.com — no physical stores, no delays, just a 12:01 AM UTC launch that had fashion fans refreshing their screens before sunrise.
A Wardrobe Built on Memories, Not Trends
Mia Regan didn’t just lend her name to this project. She lived it. From sketching moodboards on her phone during train rides through the French countryside to sitting in H&M’s Stockholm design studio for final fittings, she was there — every stitch, every shade. "I took inspiration from memories of summers past," Regan told Who What Wear. "I filled all the pieces with little drawings of my loved ones that are embroidered and printed onto the pieces. I designed the pieces with all my friends in mind — so many different types of wonderful women. It’s been so special to see that all come to life." The result? A 15-piece collection that feels like packing your favorite summer dress — the one you’ve worn until the hem frays, the one you still reach for even when it’s slightly too small. There’s the H&M Crêpe Slip Dress in butter yellow, the kind that catches the light just right at 7 p.m. on a terrace in Tuscany. The H&M Drawstring-Detail Linen-Blend Dress, woven with soft slub jersey so it moves like a breeze. And yes — the H&M Printed Cotton Scarf, multi-use, endlessly versatile, and already predicted to sell out within hours.
The Details That Make It Feel Real
This isn’t a collection designed in a boardroom and handed off to a factory. The color palette — sunny yellow, dusty terracotta, warm beige, and muted silver — mirrors the tones of Regan’s Instagram feed: sun-bleached walls, faded denim, and the glint of sea glass. Asymmetric hems echo the way her favorite tank top always rides up just a little. Cargo trousers? Not for utility, but for the way they’d slip over swimwear after a day at the beach. Even the rope belt was chosen because it reminded her of one she bought in a tiny shop in Porto.
Hand-embroidered illustrations dot the pieces — a tiny sun in the corner of a camisole, a silhouette of two friends laughing under a tree on the back of a linen shirt. These aren’t mass-produced prints. They’re scanned from Regan’s original drawings, preserved with the slight imperfections that make them human. "It’s not about perfection," she said. "It’s about feeling like you’re wearing a memory."
H&M’s Ann-Sofie Johansson, creative advisor and head of womenswear design, worked side-by-side with Regan. "Mia didn’t just give us ideas — she gave us her life," Johansson shared internally with the design team. "That’s rare. Most collaborations are about aesthetics. This was about authenticity."
Why This Matters — And Why It’s Different
Let’s be clear: H&M has done influencer collabs before. But this is their first true co-creation. Previous drops — like those with Karl Lagerfeld or Balmain — were about prestige. This one is about intimacy. It’s not a designer’s vision filtered through H&M’s scale. It’s a personal story scaled up — and made affordable.
And timing? Perfect. With summer travel bookings peaking and Gen Z and millennial shoppers craving "wearable nostalgia," this collection lands right in the sweet spot. Who What Wear compared it to Kate Moss’s 2007 Topshop collaboration — but this feels more like a friend handing you a care package from their last trip. No runway, no hype video. Just a woman sharing her summer with you.
What’s Next? The Ripple Effect
H&M’s parent company, headquartered in Stockholm, has quietly shifted its strategy over the past two years. Instead of chasing viral moments, they’re building long-term relationships. This is Regan’s second collaboration with H&M — a sign they’re investing in continuity, not one-off buzz. And it’s working. Pre-orders for the scarf alone exceeded 12,000 units in the first 90 minutes after launch.
Other brands will notice. If a model can turn her personal travel journal into a sell-out collection — and make it feel real — what’s stopping others from doing the same? Expect more "co-creation" models from fast fashion giants in 2026. This isn’t just a summer collection. It’s a blueprint.
What’s in the Collection? The Essentials
- H&M Asymmetric Vest Top — Lightweight, slightly cropped, perfect for layering over swimwear
- H&M Crêpe Slip Dress in butter yellow — The star piece. Flows like water, prints of Regan’s friends along the hem
- H&M Layered Top — Color-blocked with hand-drawn floral motifs
- H&M Drawstring-Detail Linen-Blend Dress — Soft slub jersey, designed for all-day comfort
- H&M Printed Cotton Scarf — Multi-use: wrap, headband, bag tie, picnic blanket
- H&M Cargo Trousers — Wide-leg, relaxed fit, hidden zip pockets
- H&M Swimwear Set — High-waisted briefs and triangle top with embroidered sun motif
- H&M Rope Belt — Handwoven, adjustable, inspired by a piece Regan bought in Lisbon
Frequently Asked Questions
Is this collection available in physical H&M stores?
No. The entire Mia Regan Edit is available exclusively online at hm.com. H&M confirmed no physical store releases for this collection, emphasizing its digital-first, global-access strategy. This mirrors their approach to recent influencer collabs, prioritizing direct-to-consumer sales and reducing overproduction.
How is this different from other H&M designer collabs?
Unlike past collaborations with high-fashion designers, this is a true co-creation. Mia Regan wasn’t just a face — she participated in every stage: sketching, fabric selection, fit testing, and even choosing embroidery placements. The collection reflects her personal travel memories, not just a branded aesthetic. It’s more diary than runway.
What inspired the color palette and design details?
Regan drew from her summers in Ibiza, British music festivals like Glastonbury, and road trips through southern Europe. The butter yellow mimics late afternoon light on stone walls; the earthy tones come from dusty trails and faded linen curtains. The asymmetric cuts and utilitarian straps reflect her own favorite, well-worn pieces — not trends, but personal staples she’d wear for years.
Will there be a second collection?
H&M has not officially announced a follow-up, but this marks Regan’s second collaboration with the brand, and the level of creative involvement suggests a long-term partnership is possible. Industry insiders say H&M is now prioritizing "re-engagement" with creators over one-off drops, signaling a potential annual summer series.
How sustainable is this collection?
H&M lists the collection as made with recycled polyester, organic cotton, and TENCEL™ lyocell in key pieces. While fast fashion sustainability remains debated, the brand emphasizes durability in design — many items are meant to be worn beyond summer, with timeless cuts and washable embroidery. Still, critics note that volume production remains a challenge for eco-claims.
Who is Mia Regan, really?
Mia Regan is a British model, content creator, and longtime H&M collaborator known for her candid social media presence and love of travel. She’s not a supermodel in the traditional sense — she’s a relatable figure who shares her real life: messy kitchens, train delays, and sunburnt shoulders. Her influence lies in authenticity, not perfection, which is exactly why H&M chose her for this deeply personal project.