H&M’s A/W 2024 and it’s Face Charli XCX

H&M’s most recent collection was inaugurated on the 12th of September by a star-studded event in London’s East End. Attended by the likes of Naomi Campbell, Iris Law, Amelia Grey and Lila Moss, the night entailed a live performance by current mega-star and face of the collections campaign Charli xcx. 

Both Jamie XX and SHERELLE were part of the DJ-Setup of the event’s after-party.

The collection celebrates H&M’s fashion-expertise, as well as underlines its shared values with Charli XCX, Charli standing for and embodying freedom, drive and confidence.

The event held in London preludes to a global sequence of events combining fashion and music, unifying an international crowd of artists, creatives and fashionistas. 

For the following months H&M is holding twelve distinct events in eight different countries, those events being accompanied by the collections launches, each event having a host representative of the place the event is set to be.