The H&M A/W 2024 collection is here. Celebrations began in London on 12 September with an event attended by Naomi Campbell, Ncuti Gatwa, Iris Law, Rafferty Law, Shay Mitchell, Amelia Grey and H&M city host Lila Moss, who stars in the A/W 2024 campaign.
The London celebration was held at the Copper Box Arena in the East End. It was a full night of happenings, with installations and interactive elements by artists Maximo Recio and Weirdcore, alongside Albert Moya, the talent behind the A/W campaign film; an act from the dancers spotlighted in the A/W campaign; a special performance by electronic sensation and campaign star, Charli xcx; and an after-party with DJ sets led by the esteemed musicians Jamie xx and SHERELLE. Enjy Kiwan and Twins Hadban also attended the event, representing the Middle East and adding regional influence to the global celebration.
The A/W 2024 collection reaffirms H&M’s fashion expertise, and the event spotlighted the strength of the new collection. It marks the first stop in a global run of distinct events: the ultimate celebration of fashion and music, and a moment to unite a wide community of creatives in fashion-capital cities around the world. H&M is opening the invitation wide, allowing customers to attend each event through social media sign ups.
“It’s an honor to partner with musical icons such as Charli xcx. She is a symbol of the freedom, drive, self-confidence and reinvention that are essential to fashion, and to all that H&M does.” – Ann-Sofie Johansson, Creative Advisor, H&M.
Charli xcx’s performance marks the continuation of an ongoing friendship between the trailblazing creative and H&M. Her blend of accessibility and avant-garde spirit reflects the mood of the A/W 2024 collection.
“Last night was iconic and it was cute to party with H&M and all my fans in London.” – Charli xcx.
12 unique events across 8 separate cities will now unfurl, during which H&M will also launch a series of special fashion drops. Each event will have its own unique identity and local city hosts, embracing the specific DNA of each city, all while paying tribute to style, sound, community, self-expression and individuality. Local customers can sign up for the chance to attend via social media.
The celebrations are conceived as H&M&, in a nod to the spirit of collaboration that has always been integral to H&M. The H&M& initiative includes partnerships with both special global and local locations and talents from across the breadth of the creative industries, from DJs such as Kiddy Smile and Romy, through to fashion and cultural authorities such as Dazed, COLORSxSTUDIOS and NTS, and food and beverage innovators like Crisp Pizza W6 and Adam and Albin. From H&M&LONDON we will move to H&M&STOCKHOLM, where, tomorrow 14 September, an H&M pop-up shop will become home to a supper club, attended by city host Hanna Larsson, and a speak easy, where Lykke Li, Daniela Rathana and more will perform.
Then on BERLIN, HAMBURG and MUNICH, where pop up concerts, club nights and special styling sessions will unfurl with an array of exciting guests including local city hosts Jihoon Kim, Caroline Daur and Lara Maria Benedicta von Preysing Lichtengg-Moosgötte.
The tour continues with events in New York (with city host Amelia Gray) and Paris (with city host Paola Locatelli), through until November.
Although distinct for each city, every celebration will, at its core, focus on pioneering fashion and music.
“The A/W 2024 collection reaffirms that H&M is always focused on great fashion and liberating self-expression and these events are the perfect way to celebrate. We are bringing together communities, celebrating local talent and making the case for H&M’s history in the amazing intersection between fashion and music” – Jörgen Andersson, Creative Director, H&M.
The A/W 2024 collection is now available in-stores and online, in time with the London event.