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H&M ushers in Brat Autumn/Winter with campaign star Charli xcx

Chloe Burney
13 September 2024

Yesterday, H&M launched its Autumn/Winter collection and new campaign fronted by none other than electronic superstar Charlie xcx. In celebration, the retailer hosted a launch party for the ages to kick off the London Fashion Week festivities.

Hosted at London's Copper Box Arena in the East End, the night featured installations and interactive elements by artists Maximo Recio and Weirdcore, alongside the talent behind the A/W campaign film Albert Moya. What's more, there were performances from the dancers spotlighted in the campaign and, last but not certainly not least, a special performance by electronic sensation and campaign star, Charli xcx.

Last night’s party, attended by the likes of Naomi Campbell, Iris Law and a slew of fellow taste-makers, marks the first stop in a global run of H&M events. The retailer's celebration of fashion and music will be cropping up at fashion-capital cities around the world, inviting customers to attend each event through social media sign-ups.

"It’s an honour to partner with musical icons such as Charli xcx. She is a symbol of the freedom, drive, self-confidence and reinvention that are essential to fashion, and to all that H&M does", said Ann-Sofie Johansson, Creative Advisor at H&M.

"Last night was iconic and it was cute to party with H&M and all my fans in London", added Charli xcx.

The retailer will now roll out 12 unique events across 8 separate cities, during which it will also launch a series of curated fashion drops. Each event will have its own unique identity and local city hosts, embracing the specific DNA of each city. Although distinct for each city, every celebration will, focus on pioneering fashion and music. Local customers can sign up for the chance to attend via social media.

Jörgen Andersson, Creative Director at H&M, concluded: "The A/W 2024 collection reaffirms that H&M is always focused on great fashion and liberating self- expression and these events are the perfect way to celebrate. We are bringing together communities, celebrating local talent and making the case for H&M’s history in the amazing intersection between fashion and music."


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