Four creatives, one region, endless confidence. H&amp;M brings its bold, unapologetic style to the global stage.

PHOTOGRAPHY Charisma Lico
STYLING AND CREATIVE DIRECTION&nbsp;Yanna Lopez

The city hasn&rsquo;t fully woken up, but the set is already alive with energy. Music hums low as the first strokes of makeup are applied and stylists lay out looks from <a href="https://www2.hm.com/en_ph/ladies/shop-by-feature/1022b-aw-2025.html?utm_source=instagram&amp;utm_medium=social&amp;utm_campaign=__a%2Fw_2025_drop_2_h%26m" target="_blank" rel="noopener">H&amp;M&rsquo;s Autumn/Winter 2025 collection</a>. From this high vantage point&mdash;a set perched on the 60th floor of a luxury hotel&mdash;the view of Manila at sunrise seems to stretch endlessly, a reminder that what unfolds in this room carries weight beyond today&rsquo;s shoot. Four Southeast Asian talents, each with their own story, have come together: Mika Salamanca, Eyka Farhana, Trần Tiểu Vy, and Willabelle Ong. They step into the spotlight not just as individuals but as voices of a region carving its place on the global stage. Through different creative and personal pursuits, they show that Southeast Asia&rsquo;s creative presence is thriving.&nbsp;
For H&amp;M, this shoot is both a showcase and a statement. Bringing these four stars together isn&rsquo;t just about style, though the clothes speak volumes. It&rsquo;s about individuality, creativity, and how fashion can become a shared language across cultures. Here, the collection becomes a canvas for identity, and proof that Southeast Asia is shaping the conversation rather than waiting for permission to join it.

<h3 style="text-align: center;">Willabelle Ong: The Seasoned Tastemaker</h3>

From Singapore comes Willabelle Ong, society tastemaker and one of the region&rsquo;s most influential fashion voices. Her journey began through her mother. &ldquo;The red lipstick, the heels, the way ordinary days became cinematic moments made me realize that style was about presence, mood, and confidence,&rdquo; she says. Returning to Singapore after some time in Perth, Willabelle has starred in campaigns and walked runways for designer houses, bringing a Southeast Asian perspective to spaces where such voices were once rare. She describes the region&rsquo;s presence globally as both powerful and personal. &ldquo;We&rsquo;re no longer waiting for a seat at the table; we&rsquo;re building our own tables, telling our own stories, and redefining what global fashion means,&rdquo; she says. The <a href="https://www2.hm.com/en_ph/ladies/shop-by-feature/1022b-aw-2025.html?utm_source=instagram&amp;utm_medium=social&amp;utm_campaign=__a%2Fw_2025_drop_2_h%26m" target="_blank" rel="noopener">H&amp;M collection</a> resonates with her, balancing softness and strength, structure and sensuality. &ldquo;There&rsquo;s a beautiful tension in this collection, that push and pull between sharp tailoring and delicate lace, the rawness of exposed seams against the polish of high-shine leather,&rdquo; she explains.

"We&rsquo;re no longer waiting for a seat at the table; we&rsquo;re building our own tables, telling our own stories, and redefining what global fashion means.&rdquo;

<h3 style="text-align: center;">Eyka Farhana: Malaysia&rsquo;s Fashion Darling</h3>

Eyka Farhana brings her duality as an actress and fashion icon from Malaysia. Like Ong, her love for style began at home. &ldquo;Growing up, looking at [my mother] every time she got ready inspired me to pursue a career related to fashion,&rdquo; she says. Acting gave her a platform to explore moods and concepts both on and off screen, with stylists ensuring head-to-toe polish for every appearance. Off-screen, Farhana experiments with different moods and looks, guided by themes for events and personal creativity. She admires local designers who reinterpret traditional elements for modern wear, blending heritage with global trends. For her, working with H&amp;M feels both familiar and liberating. &ldquo;Their <a href="https://www2.hm.com/en_ph/ladies/shop-by-feature/1022b-aw-2025.html?utm_source=instagram&amp;utm_medium=social&amp;utm_campaign=__a%2Fw_2025_drop_2_h%26m" target="_blank" rel="noopener">collections</a> always allow me to share my creativity,&rdquo; she says. Her favorite from the shoot is a pair of fur court shoes, paired with the matching fur bag, now a treasured keepsake from the collection. Collaborations like this allow her to express identity, celebrate heritage, and connect with audiences beyond acting.

&ldquo;[H&amp;M's] collections always allow me to share my creativity.&rdquo;

<h3 style="text-align: center;">Trần Tiểu Vy: A Classic Beauty</h3>

Trần Tiểu Vy of Vietnam exudes the poise of a pageant queen with the instinct of a storyteller. Her path to fashion came naturally through pageantry. &ldquo;I didn&rsquo;t realize it was never about the beauty. It was about the storytelling, the presence, and the confidence,&rdquo; she says. Those foundations led her to runways and campaigns, where representing Vietnam carries both pride and responsibility. &ldquo;Every step on the runway, it&rsquo;s not just for myself. I want to show the beauty and creativity of Vietnam to the world.&rdquo; Her style is timeless because it reflects her personality rather than following trends. Even behind the polished images, Trần emphasizes the effort involved: long hours of makeup, outfit preparation, and photography.&nbsp;

She incorporates her personality into styling, whether through accessories or how she carries herself, ensuring every look feels authentic. Trần draws inspiration from Grace Kelly and Audrey Hepburn while admiring Jennie and Kendall Jenner, balancing classic elegance with modern chic, she explains. H&amp;M allows her to channel her individuality while embracing inclusivity, merging accessibility with style, and giving Trần the freedom to express her creativity in ways that resonate with everyone.

&ldquo;I didn&rsquo;t realize it was never about the beauty. It was about the storytelling, the presence, and the confidence.&rdquo;

<h3 style="text-align: center;">Mika Salamanca: The Multihyphenate Filipina</h3>

Finally, Mika Salamanca brings the Philippines&rsquo; energy to the shoot. Best known as the first-ever Celebrity Pair Big Winner of Pinoy Big Brother: Celebrity Collab Edition, Salamanca&rsquo;s journey spans acting, music, and content creation. Her love for sharing life online began in the U.S., keeping in touch with family through vlogs. &ldquo;It started when I lived with my grandma. I started doing vlogs for them, to show them what I was experiencing,&rdquo; she recalls. That personal storytelling evolved into a multifaceted career grounded in authenticity. Salamanca describes her creative process as an extension of who she is, from music and acting to writing and painting, all stemming from genuine passion. She has learned that social media is a permanent digital footprint, which encourages honesty in everything she shares. &ldquo;If you put on a mask or try to be someone else just for people to love you, you&rsquo;ll eventually burn,&rdquo; she says. This honesty shapes her connection with fans, who follow her process, creativity, and genuine self. H&amp;M&rsquo;s accessibility aligns with this philosophy, offering fashion for every shape, size, and voice.

&ldquo;If you put on a mask or try to be someone else just for people to love you, you&rsquo;ll eventually burn."

Together, Ong, Farhana, Trần, and Salamanca embody the spirit of H&amp;M&rsquo;s newest <a href="https://www2.hm.com/en_ph/ladies/shop-by-feature/1022b-aw-2025.html?utm_source=instagram&amp;utm_medium=social&amp;utm_campaign=__a%2Fw_2025_drop_2_h%26m" target="_blank" rel="noopener">collection</a>. Each woman brings her journey, voice, and perspective on what fashion and creativity mean in Southeast Asia today. In a set high above Manila, amid cameras, music, and the buzz of a full-on production, it is clear this is more than a photoshoot. The collection provides the canvas, but these four voices bring it to life. Refined, fearless, and evolving, they define not just style but presence and identity, proving that individuality and culture can coexist, that boundaries can be blurred, and that fashion at its best is a shared language celebrating creativity across borders.

PRODUCERS&nbsp;Loris Pe&ntilde;a, Maura Rodriguez, and Knelle Rosario
ART DIRECTION Eugene David
HAIR Dale Mallari (for Mika Salamanca), Carlo Roblico (for Eyka Farhana), Jyue Huey Low (for Willabelle Ong)
MAKEUP Thazzia Falek (for Mika Salamanca), Janica Cleto (for Eyka Farhana), Jyue Huey Low (for Willabelle Ong)
VIDEO MV Isip
SET DESIGN Justine Arcega-Bumanlag
FASHION ASSOCIATE&nbsp;Frances Laman
SHOOT ASSISTANT&nbsp;Teresita Gabat
LOCATION Grand Hyatt Manila

Southeast Rising: Mika, Eyka, Tiểu Vy & Willabelle Step Into the Global Spotlight

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