Elyanna partners with H&M as Dubai flagship stores reopen

H&M has been leaning on music to set the rhythm of its fashion moments. Last year it was Charli XCX, who brought her unapologetic pop energy to the brand. Tyla followed, fronting a campaign that blurred viral sound with viral style. And during H&M’s fashion show, Lola Young took the stage, reminding everyone that the brand stages culture.

Now, the spotlight turns to Elyanna. The Palestinian-Chilean singer has become a global name with a sound that feels both familiar and new. For H&M, she represents the next step: a voice rooted in the Middle East but resonating far beyond it.

And timing of the new campaign is deliberate. Alongside the reveal, H&M is reopening its flagship stores at Dubai Mall and Mall of the Emirates. Redesigned as destinations, the new spaces bring fashion and beauty together and set the stage for a brand that’s treating the region as central, not peripheral.

The collection she’s seen fronting – set to be available from November 6 – features plenty of statement flowing silhouettes, bold accessories, and fabrics that feel premium without losing ease. It’s about “self-expression” as the Swedish giant likes to put it.

Music has become the brand’s way of bridging fashion with real culture and this time, it’s a regional voice leading the chorus.