H&M Enters a Fresh Direction in Fashion With A/W 2024 and Charli XCX
The iconic brand redefines its approach to individuality and inclusivity with a star-studded celebration and a collection rooted in timeless design
Known for redefining accessible fashion, H&M has taken things to a new level with its much-anticipated A/W 2024 collection, signalling a refreshed brand direction that blends high design with personal expression.
The Swedish brand’s A/W 2024 collection made its global debut with a celebration kicking off in London. The Copper Box Arena played host to a night of music, art, and fashion, headlined by pop sensation Charli XCX, with DJ sets from the renowned Jamie xx and Sherelle. True to H&M’s inclusive ethos and tapping into its rich connection with the music industry, the event attracted an international crowd, with notable guests such as Naomi Campbell, Shay Mitchell, Iris Law, Shay Mitchell, Amelia Grey and H&M city host Lila Mos as well as regional favourites, Enjy Kiwan and Twins Hadban.
The collection itself is a nod to H&M’s ability to stay ahead of the curve. At its core, it’s a celebration of timeless design, drawing inspiration from mid-century glamour, retro interiors, and the cinematic spirit of California’s golden age. Leather, knits, and sparkling separates make up the backbone of the collection, with each piece created to stand as a wardrobe staple.
What sets this autumn collection apart is its refined colour palette, balancing nostalgia with modernity – think rich shades of caramel, deep mahogany, and burgundy blend seamlessly with green tones. Black and white serve as grounding elements, while fabrics like leather, suede, and stretch wool add depth and texture. From boxy jackets and micro skirts to beaded knitwear and leather dresses, every item echoes H&M’s evolving fashion narrative.
Eliana Masgalos, H&M’s Womenswear Design Director, emphasised that the collection is all about creating statement pieces that blend quality materials with elevated design. The result? An effortlessly chic, yet deeply considered range that speaks to modern women everywhere. “This collection is full of many special inspirations and quality materials. The leather, the knits, the sparkly separates – together the pieces showcase the strength of H&M’s fashion ability. It’s all about truly great clothes: real wardrobe icons.”
The accessories, too, are a highlight. Heeled pumps with statement round toes, studded loafers, and furry slip-ons add a playful touch to the mix. Oversized totes and slick faux leather clutches add an edge to any outfit, while belts and chunky jewellery pieces create the perfect balance.
As H&M enters this new phase, it’s clear they’re placing a strong emphasis on self-expression. With a diverse cast of campaign stars including Charli XCX and Lila Moss, the A/W 2024 campaign is as much a statement on individuality as it is on style. Photographed by Sam Rock and directed by Albert Moya, the campaign celebrates bold, modern fashion that invites everyone to express themselves.
Launching on September 12, both online and in select stores across the Middle East and North Africa, the collection marks a confident new chapter for H&M.