It’s so “brat” of H&M to partner up with global superstar and bonafide ‘it girl’ Charli XCX. Last night, in the Copper Box Arena in the East End, Charli XCX and friend Jamie xx celebrated with thousands of their closest friends and fashion lovers — from Naomi Campbell and Ncuti Gatwa to Iris Law and Shay Mitchell — to launch H&M’s new A/W 2024 collection.
It’s apt that H&M collaborated with Charli XCX to usher in autumn and the brand’s new collection — the singer has taken over the internet for both her music and tongue-in-cheek attitude. “It’s an honour to partner with musical icons such as Charli XCX,” says H&M’s Creative Advisor, Ann-Sofie Johansson. “She is a symbol of the freedom, drive, self-confidence and reinvention that are essential to fashion, and to all that H&M does.”
When viewing the A/W collection, it’s clear why she was hand-selected by H&M — her fusion of approachability and avant-garde flair encapsulates the essence 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,” said Charli XCX when asked about her larger-than-life performance. Throughout her concert, she performed several fan favourite hits, including TikTok’s favourite “Apple,” “Club classics” and opened and closed the performance with her song “365.”
Conflating music and fashion together, the event marks the first in a global series that will inevitably see H&M tap the world’s most interesting and unique creatives to bring together diverse communities in fashion capitals worldwide. London is the first in this series with H&M naming each edition “H&M&” and the brand will host 12 unique events across 8 cities, each featuring special fashion drops. Following “H&M&LONDON,” the next stop is “H&M&STOCKHOLM,” featuring a pop-up shop turned supper club hosted by Hanna Larsson, and performances by Lykke Li, Daniela Rathana, and more. Every event will have a unique identity, local hosts, and will celebrate style, sound, community, self-expression, and individuality. Local customers can sign up to attend via social media.
In Milan, H&M and host Marta Losito will celebrate club culture with DJ sets and performances by Romy, Chloé Caillet, and LOVEFOXY. Events in Berlin, Hamburg, and Munich will include pop-up concerts, club nights, and styling sessions with hosts Jihoon Kim, Caroline Daur, and Lara Maria Benedicta von Preysing Lichtengg-Moosgötte. The tour will continue with events in New York, hosted by Amelia Gray, and Paris, hosted by Paola Locatelli, until November.
It’s clear this tremendous event with Charli XCX signifies the beginning of an ongoing collaboration between the trailblazing artist and H&M, speaking to how the brand has its eyes on the zeitgeist. “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,” remarks Jörgen Andersson, Creative Director at H&M. “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.”
The H&M& celebrations started off in London with a full night of fashion, installations, interactive elements and performances by Charli xcx, Jamie xx and SHERELLE.
Charli XCX performing at the H&M&LONDON event dressed in H&M.
The H&M& celebrations started off in London with a full night of fashion, installations, interactive elements and performances by Charli xcx, Jamie xx and SHERELLE.
Charli xcx performing at the H&M&LONDON event dressed in H&M.
The H&M& celebrations started off in London with a full night of fashion, installations, interactive elements and performances by Charli xcx, Jamie xx and SHERELLE.
Charli xcx performing at the H&M&LONDON event dressed in H&M.
The H&M& celebrations started off in London with a full night of fashion, installations, interactive elements and performances by Charli xcx, Jamie xx and SHERELLE.
The H&M& celebrations started off in London with a full night of fashion, installations, interactive elements and performances by Charli xcx, Jamie xx and SHERELLE.
The A/W 2024 collection is now available in-stores and online.
photography. Courtesy of H&M
words. Kelsey Barnes
