H&M is launching the highly anticipated A/W 24 collection with an unforgettable event in London. Celebrating music, fashion, and individuality, the event will feature special performances by Charli XCX, Jamie xx, and Sherelle. Customers can register for a chance to attend the event via social media or through competitions available to app members.
The Autumn/Winter 2024 season marks a reinvention of H&M’s approach to fashion. Filled with rich tones, intriguing details, and design-focused silhouettes, the A/W 2024 collection will be available both online at hm.com and in selected stores starting September 12, 2024.
“This year’s Autumn/Winter collection is full of unique inspirations and high-quality materials. Leather, knits, and shimmering elements blend harmoniously, reinforcing H&M’s commitment to quality and innovation in fashion. The entire collection is about truly special garments that become staples in any wardrobe,” said Eliana Masgalos, Womenswear Design Lead at H&M. Each piece encapsulates unique stories and inspirations: the eternal charm and versatility of mid-century design, the sophisticated hues of retro interiors, the timeless beauty of cinematic sirens from California. The collection becomes a stylistic journey through decades: from the ’20s to the present.
The A/W 2024 campaign reflects this diversity through a series of musicians, models, and cultural leaders. Created by photographer Sam Rock and director Albert Moya, it is a celebration of fashion, individuality, and personal style. The broad cast of contemporary personalities – Charli XCX, Arca, Lila Moss, Ajus Samuel, Loli Bahia, Wali Deutsch, Okay Kaya, Bibi Breslin, Alewya, Sage Elsesser, Sega Bodega, and Lux Gillespie – reflects the fact that H&M has always supported the connection between fashion and self-expression.
The garments emphasize refinement. Mid-century-inspired suits, boxy jackets, and short skirts carry an aura of that era. A note of vintage opulence is added by beads, crystals, and studs embellishing the cuffs of knits, the seams of leather dresses, and the details of mesh dresses. Knits include stretch wool skirts and matching short vests. The color palette references the diversity of retro furniture: from brown to caramel and deep mahogany, and various shades of cherry and green.
Accessories include round-toe heels, chunky boots, studded loafers, and fur-lined slip-on shoes. Bags range from oversized faux leather clutches to eye-catching prints like snake skin.
Men’s items include cuts in cherry shades and cool tones, elevated by innovative pieces like glittering lurex jackets or mid-length leather coats. The elements combine functionality with individuality, core values for H&M. “The A/W 2024 collection is about the joy brought by fashion that excels. Music is a field where experimentation, individuality, and charisma are central, so it’s natural for H&M to pay tribute to the intersection of style, sound, and self-expression,” added Jörgen Andersson, Creative Director at H&M.
