On September 26th, H&M brought the fashion scene to life in Berlin, celebrating the launch of their H&M Studio AW 24 collection and the much-anticipated Atelier AW 24 menswear line. The event, held at the H&M Mitte Garten Store, gathered fashion enthusiasts and notable guests like Emma Nova, Emily Kusche, Soulin Omar, and H&M’s City Host, Jihoon Kim.
Following the success of previous H&M events in cities like London, Stockholm, Milan, and Paris, it was now Berlin’s turn to shine. The night was soundtracked by DJ sets from SENU and Jaxx TMS, creating a lively atmosphere that blended style and sound in true H&M fashion. Jihoon Kim led the festivities, and the store’s setting provided an immersive, behind-the-scenes look at the brand’s creative vision.
In keeping with H&M’s new focus on offering unique experiences, the event venue featured vibrant red installations in the garden and a striking store design.
Berlin marked the fifth stop in this global series of events that unite fashion and music, bringing together a diverse community of creatives from the world’s fashion capitals. Fans and customers had the opportunity to join in through social media registration, making the event even more accessible to H&M’s worldwide audience.
The H&M Studio AW 24 collection is available now in select stores and online at HM.com. The Atelier AW 24 menswear collection will be available online starting October 3rd and in selected stores from October 4th.
photography. H&M
words. Gennaro Costanzo
