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H&M is a brand that definitely knows how to make noise. A few weeks ago, the brand hit the reset button on its social media, wiping everything clean and teasing what was coming next. Enter brat green—a bold new colour that’s become the clue for their latest collection, in partnership with none other than pop’s reigning disruptor, Charli xcx. And if you’re going to pull off a reveal like this, you do it big—so H&M did, with a London party that hit all the right notes.
Taking over the Copper Box Arena in East London, the event was a mashup of installations, live art, and some serious vibes. It was a fully immersive experience. Think interactive art by cutting-edge creators, dancers pulled straight from the A/W 2024 campaign, and a live performance from Charli xcx herself, reminding everyone why she’s the queen of pop chaos. As if that wasn’t enough, DJs like Sherelle and artist Jamie xx kept the energy going well into the night.
The A/W 2024 collection itself was front and center, setting the tone for what H&M is calling a global celebration of fashion and music. This London bash was just the first stop, with more events lined up around the world. And the best part? The public can get in on it, with invites open through social media signups. It’s fashion democratised, but still with that rebellious edge H&M has been refining for years.
For men, the collection taps into the old-school tailoring vibes but flips the script with experimental twists. Clean lines meet unexpected details—think a mid-length leather trench that feels both utilitarian and luxe, or a lurex tweed jacket that’s equal parts workwear and statement piece. The tones are deep and moody, with oxblood and steel grounding the looks, but the collection never feels too polished. There’s always that hint of unpredictability that H&M knows how to nail.
On the women’s side, the collection is just as bold, with a retro-inspired twist. As Eliana Masgalos, H&M’s Womenswear Design Lead, puts it: “This collection is full of many unique inspirations and great quality materials. The leather, the knits, the sparkly separates – together the pieces showcase the strength of H&M’s fashion ability. It’s all about truly great clothes: real wardrobe icons.”
The womenswear line blends modernity with a sumptuous retro feel, balancing classic tailoring with unexpected flourishes. Mid-century vibes are clear in the suiting, where 60s-inspired boxy jackets pair with micro skirts, and a knee-length check coat plays up confident femininity. There’s opulence here, too: beading, crystals, and studs are woven into knitwear, leather dresses, and heritage-style mesh pieces, adding a touch of drama.
Leather and suede take center stage too, with high-end materials used in pieces like a biker jacket and boxy skirt combo, while more affordable faux leather options offer playful versatility. The collection’s colour palette mirrors retro furniture, with rich browns, burgundy, and deep greens grounding the designs, while black and white keep things sharp. From tactile knits to faux fur outerwear in leopard jacquard, the entire line is about mixing textures, eras, and moods.
As always, H&M’s relationship with the music industry is at the core of the campaign. This isn’t just about clothes—it’s about the culture that comes with them. Charli xcx fits right into this, embodying the spirit of self-expression that the collection is all about. As she put it, “H&M spreads a message of optimism and openness, and this event was really about joy and inviting people into a world of great fashion.”
It’s that intersection of fashion, music, and culture that makes this collection feel bigger than just another seasonal drop. According to H&M’s Creative Director, Jörgen Andersson, “We’re bringing together communities, celebrating local talent, and making the case for H&M’s place in the amazing crossover between fashion and music.”
The A/W 2024 collection dropped online and in-store to coincide with the London event, so now it’s time to get your hands on those staple pieces and inject a little bit of that H&M chaos into your wardrobe.
