On Sept. 12, H&M hosted a massive event to promote and celebrate the launch of their 2024 Autumn and Winter collection featuring Charli XCX in East London. The event caught the attention of H&M’s loyal customers, fashion fiends and of course, Charli XCX fans. Additionally, the star-studded guest list drew the internet’s interest. The audience witnessed Lila Moss and Lily Chee enjoy a BRAT concert side by side with Naomi Campbell and Amelia Gray.
A Fresh Start
The collection and event symbolizes H&M’s efforts to make authentic, expressive fashion mainstream. The creative director for H&M, Jörgen Andersson, explained Charli’s involvement stating, “Music is an area where experimentation, individuality and flair have always thrived, so it makes perfect sense for H&M to be paying tribute to the intersection between style, sound and self-expression.”
The collection plays with both structure and shape. It offers bold materials like leather and wool, all while sticking with the moodier traditional shades of fall. Just like Charli XCX, the pieces radiate an essence of risky fun while also embodying strength and maturity. Even further, displaying their collection through a club-style concert truly resembled the brand’s efforts to elevate and evolve.
An Evocative Event
The energy captured from the event was seemingly palpable, making it a great success (not that you can expect anything less from a Charli XCX performance). The model attendees took to social media to share their experience and rave about the show, adding to the exposure of H&M’s onward evolution.
Of the looks showcased on the H&M carpet prior to the show, there are some standouts that deserve special recognition. Naomi Campbell arrived in chic round shades paired with a black, flowy, sheer blouse set; confidently exuding a simultaneously sexy and classy feel.
Iris Law is simply incapable of wearing anything poorly, and her wool bandeau dress look was especially stunning. The innovative structural use of the wool material flattered her frame effortlessly.
Last but certainly not least, the queen herself, Charli XCX, ate up the carpet in her all-leather look. The deep shades of brown and thick chunky boots perfectly added to her already alluring, dominant aura.
The edgy yet elegant designs combined with such a cool campaign set the 2024 A/W collection up for success.
Tag @valleymag on Instagram with pictures of your H&M A/W looks!
