India remains a priority market: H&M’s Helena Kuylenstierna

H&M India continues to push the boundaries of fashion accessibility through high-profile collaborations, experiential marketing, and AI-driven personalization. Helena Kuylenstierna, Director, H&M India, shares insights into the brand’s evolving strategy and its deepening connection with India’s fashion-conscious consumers.

Speaking about H&M’s legacy of designer collaborations, Kuylenstierna notes, “The Sabyasachi x H&M collection was a landmark moment, blending Indian craftsmanship with global trends. More recently, the Anamika Khanna x H&M collection continued this momentum, celebrating intricate detailing and versatile styling rooted in Indian heritage. While we can’t disclose our future collaborations yet, India remains a priority market for us, and we continue to explore collaborations that resonate with our customers.”

H&M’s marketing approach has also evolved significantly, with a strong emphasis on cultural engagement and digital integration. Discussing the brand’s recent collaboration with Lollapalooza India 2025, she explains, “One of the standout examples of this approach is H&M’s partnership with Lollapalooza India 2025, where the brand seamlessly blended fashion, music, and creativity to create immersive, highly engaging brand experiences.”

The brand introduced an interactive space called The Sound of Style at Mahalaxmi Racecourse, designed to amplify individuality through fashion and music. “H&M brought ‘The Sound of Style’ to life through an interactive runway in the shape of a megaphone, a bold design choice that symbolized amplified self-expression,” she says. The brand also engaged festivalgoers through personalized album cover designs and exclusive performances by Lisa Mishra and Kayan.

AI continues to be a game-changer for H&M, optimizing operations and enhancing customer experiences. “One key focus area is demand forecasting, where AI helps determine how many products to make, where to sell them, and when. This ensures better alignment with customer demand, leading to reduced overproduction, optimized inventory levels, and lower environmental impact,” says Kuylenstierna. Personalization tools like “similar in my size” further improve the shopping experience.

Influencers are also reshaping luxury perceptions, moving beyond exclusivity to experience-driven fashion. “Instead of focusing solely on price points, they emphasize how fashion makes people feel—whether it’s through styling, personalization, or the emotional connection tied to a brand’s identity,” she explains. Through creator collaborations, H&M continues to make fashion more inclusive, expressive, and aspirational for India’s next-gen consumers.