The celebration of the official launch of the H&M A/W 2024 collection began in London on September 12 with an event attended by Naomi Campbell, Ncuti Gatwa, Iris Law, Rafferty Law, Shay Mitchell, Amelia Grey, and H&M ambassador Lila Moss, the star of the A/W 2024 campaign.

The London event took place at the renowned Copper Box Arena in East End. It was a night filled with memorable moments: installations and interactive elements from artists Maximo Recio and Weirdcore, along with Albert Moya, the director of the A/W campaign. The evening continued with a performance by the dancers from the A/W campaign, a special performance by superstar Charli XCX, and an after-party energized by DJ sets from Jaimie xx and SHERELLE.

The London event captured the strong essence of the A/W 2024 collection, marking the start of a global series of events celebrating fashion and music. These events will bring together creative communities from major fashion capitals around the world. H&M extends an invitation to all members, offering customers the chance to participate in each event through social media.

“It is a true honor to collaborate with artists like Charli XCX. She is a symbol of freedom, determination, self-confidence, and reinvention—essential values for fashion and everything H&M stands for.” — Ann-Sofie Johansson, Creative Advisor, H&M.

Charli XCX’s performance highlights an ongoing collaboration between the contemporary idol and H&M. Her unique style, combining accessibility with avant-garde spirit, perfectly reflects the energy of the A/W 2024 collection.

“Last night’s event was iconic, having the opportunity to party alongside H&M and my fans in London.” – Charli XCX

H&M will host 12 unique events in 8 cities, where new special collections will also be launched. Each event will have a distinct identity, with local ambassadors reflecting the specific DNA of each city. These celebrations will pay homage to style, sound, innovation, and individual expression in a way that embraces diversity. Local customers will have the opportunity to participate through social media. The events are held under the concept of H&M&, symbolizing the spirit of collaboration that defines the H&M brand. The H&M& initiative includes partnerships with both global and local talents and locations in the creative sector, from DJs like Kiddy Smile and Romy to modern cultural entities like Dazed, COLORSxSTUDIOS, and NTS, and innovators in food like Crisp Pizza W6 and Adam and Albin. After the H&M&LONDON event, the next stop is H&M&STOCKHOLM, where on September 14 an H&M pop-up store will transform into a private dinner club, with the participation of local ambassador Hanna Larsson and artists such as Lykke Li and Daniela Rathana.
The event tour will continue in major fashion cities: Milan, Berlin, Hamburg, Munich, New York, and Paris.

“The A/W 2024 collection reaffirms that H&M emphasizes fashion and self-expression, and these events are the perfect way to celebrate this. We are bringing together communities, celebrating local talents, and making H&M history through the intersection of fashion and music.” — Jörgen Andersson, Creative Director, H&M.

The A/W 2024 collection was launched in selected stores and online on September 12, along with the London event.