H&M Teases A Collaboration And Rave With Pop Icon Charli XCX

Summer comes and goes, but brat is forever.

Published: September 4, 2024

Ahead of its Autumn/Winter 2024 Collection Debut, H&M Teases a Rave and Collaboration with Charli XCX — Photo: Courtesy of H&M

This season, H&M is fully embracing the brat spirit with a highly-anticipated capsule collection with pop star Charli XCX set to launch during the upcoming London Fashion Week. To celebrate the occasion, the starlet will be throwing a rave with special performances by Jamie xx and Sherelle. The event will be open to public with sign up links on social media.

Renowned for blending the eclecticism of youth culture with its signature design codes, it comes as no surprise that the Swedish brand has partnered up with the queen of indie sleaze. "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,” shares Jörgen Andersson, Creative Director of H&M.

THE CAMPAIGN

Conceptualised by photographer Sam Rock and director Albert Moya, the fall/winter 2024 campaign visuals celebrate the intersection of contemporary fashion, individuality and self-expression. Donned in H&M's latest offerings, the campaign stars a diverse line-up of creative personalities that spans Charli XCX, models Lila Moss and Loli Bahia, musicians Sage Elsesser and Okay Kaya among others.

THE COLLECTION

Against a sophisticated palette of rich earthy hues and cool neutrals, the fall/winter collection is characterised by refined wardrobe staples uplifted by purposeful details. Boldly redefining sartorial codes through the decades, the boxy jackets and A-line heirloom-style dresses channel vintage opulence while the leather pants and oversized suit jackets were reminiscent of '90s minimalistic chic.

Beyond the era-inspired garments, this collection also includes plenty of autumnal classics like knitted vests and skirt suits. As for accessories, the collection's lustrous gold-plated jewellery adds a glamorous touch to one's ensemble.

The collection will be available in stores worldwide and online at hm.com on 12 September 2024.