Festive fashion took centre stage as H&M unveiled its first-ever Raya pop-up in Malaysia, introducing actress and style icon Anna Jobling as the brand’s Friend of the Brand. The announcement was revealed during an exclusive launch at The Urban Node, The Exchange TRX, setting the tone for the upcoming festive season.
Running until 16 March 2026, the immersive pop-up transforms the space into a vibrant celebration of Raya through fashion, culture, and community. More than 100 guests attended the launch, including notable personalities such as Bella Dowanna, Yaya Zahir, and Dee Alimin.
For her highly anticipated appearance, Anna stepped out in a striking look from the H&M Limited Edition Collection, embodying a modern interpretation of festive glamour. Throughout the evening, celebrities and tastemakers showcased curated ensembles from the Limited Edition and Studio SS26 collections, highlighting sculpted silhouettes, fluid tailoring, and statement textures designed for Raya celebrations.
At the heart of the pop-up is Anna’s curated Raya edit — a personal selection spanning the Limited Edition line, Studio SS26, and key pieces from H&M’s Spring assortment. The edit balances refined embellishment with versatile separates that effortlessly transition from daytime open houses to evening festivities.
Beyond fashion, the experience embraces the spirit of Raya through interactive moments. Guests can customise Raya packets with personalised hot stamping, redeem festive snack baskets, capture family portraits, and try their luck at a gachapon machine offering exclusive Raya-themed merchandise.
Fans were also treated to an intimate meet-and-greet session with Anna, making the event as much about community as it was about style — a fitting prelude to the season of togetherness.
Visit the H&M Raya Pop-Up at The Urban Node, The Exchange TRX from now till 16 March to discover your perfect festive look — from Anna Jobling’s curated Raya edit to statement pieces from the Limited Edition and Studio SS26 collections, designed to take you from daytime open houses to elegant evening celebrations.
