On March 15th, H&M joined Hollywood celebrating its biggest night at the 98th Academy Awards. Global fashion talent and creator Jihoon Kim walked the red carpet wearing one-of-a-kind H&M design.

Over the years, H&M has been proud to be alongside Jihoon on her journey from H&M Studio and Global Ambassador to her runway debut at the AW2025 show, and now her first Oscars. The look was brought to life by H&M’s in-house design team – the creative force behind H&M Studio and other distinctive collections – and designed entirely around Jihoon’s bold, sophisticated, modern luxe vibe. The sculpted blush pink gown is all drama and precision: a corset with boning softly visible beneath delicately transparent beaded lace, a low back, collarbone-flaunting neckline, high leg slit and flowing train that commands attention. The lace reveals just a hint of skin, creating depth, texture and sensuality, while ruffled edges at the cuffs and slit and a refined architectural hip accent add the finishing touches.

“The Oscars is the ultimate stage for fashion, and being part of that moment is something truly special for us. Working closely with Jihoon to create a custom look that felt authentically her was an incredible process – one that brought together the best of H&M’s design expertise and her own unique sense of style. To see her step onto that red carpet and own the moment the way she did was everything we could have hoped for. We’re so proud to have been part of her night,” says Kathrin Deutsch, H&M Studio Collection Designer.

‘’Walking the Oscars red carpet in a custom gown is something I never even thought about. But every detail of this dress felt like me – the lace, the sparkle, the shape. I am so grateful for this opportunity and loved collaborating with the H&M team, who truly listened to me throughout the process and made my dream dress come true. I still can’t believe I get to work with a brand I’ve been shopping at since I was a teen. Together we created something that I will never ever forget. I felt like a beautiful princess,’’ says Jihoon Kim.