In a move that got the fashion world buzzing, H&M recently wiped its social media pages clean, sparking speculation about a new direction. That buzz hit a peak when the Swedish giant unveiled “brat green,” a shade that hinted a new collection and a collaboration with pop icon Charli XCX. Naturally, the brand didn’t stop there—the stage was set for a London party at the Copper Box Arena to introduce both its revamped identity and the A/W 2024 collection.
The event was as dynamic as the collection itself, featuring installations from leading artists and interactive elements. With Charli XCX performing as the star of the show, the evening culminated in an energetic after-party soundtracked by esteemed DJs, including Sherelle. The atmosphere wasn’t just about the music and entertainment, though—it marked the first in a series of global events that will roll out across fashion capitals worldwide, inviting a broad audience to join via social media.
At the core of the night was H&M’s A/W 2024 collection, a refined showcase of the brand’s commitment to delivering high-quality, stylish pieces that offer a balance of utility and individuality seen on select international celebrities. The guest list included Iris Law, Rafferty Law, Naomi Campbell and Ncuti Gatwa, as well as regional faces, Twins Hadban.
For men, the collection takes a bold yet thoughtful approach. Timeless tailoring in oxblood and steel tones anchors the lineup, while more daring elements like mid-length leather trenches and shimmering tweed jackets add a creative twist–especially to any man’s wardrobe.
The collaboration with Charli XCX felt natural, given her ability to blend mainstream appeal with a more avant-garde edge—qualities that reflect the essence of H&M’s latest offering. As Ann-Sofie Johansson, Creative Advisor at H&M, put it, “It’s an honour to partner with musical icons like Charli XCX. She symbolises the freedom, drive, and self-expression that are central to fashion and H&M’s mission.”
The brand’s connection to the music world is long-standing, with H&M often using its collections as a platform to celebrate the intersection of fashion, music, and culture. The A/W 2024 campaign further cements this, showcasing a lineup of musicians, models, and cultural leaders whose individual styles are celebrated in the visuals.
If you’re looking to embrace this season’s trends, the A/W 2024 collection is already available online and in stores now across the Middle East and North Africa.