H&M FW 24 collection is a new moment for the brand partnered with artist Charli XCX, embracing refreshed designs characterized by rich tones, details, and design-focused silhouettes. This season, H&M draws inspiration from a diverse array of sources. The collection, set to be available in selected stores worldwide and online at hm.com starting 12 September 2024, offers a curated selection of leather pieces, knits, and sparkling separates.
Eliana Masgalos, Womenswear Design Director at H&M, speaks to the versatility and inspiration behind the collection. Each piece brings together different narratives, inspired by the timeless glamour of mid-century design, the deep, sophisticated hues found in vintage wood and retro interiors, and the allure of California’s cinematic sirens. The collection reflects the cyclical nature of fashion, drawing from styles that span the 1920s to the 1960s, and from the 1990s to today.
The campaign for the FW 24 collection echoes this diversity and richness, brought to life by photographer Sam Rock and director Albert Moya. It celebrates not only fashion but also individuality and personal style. The campaign features an impressive lineup of contemporary cultural icons, including Charli XCX, Arca, Lila Moss, and Sega Bodega, among others. This eclectic cast promotes great fashion as a medium for self-expression.
Garments within the collection have a noticeable mid-century influence seen in the suiting, such as boxy jackets and micro skirts. Vintage opulence is another key theme, with beading and studs adorning knitwear, leather dresses, and mesh dresses with a heirloom quality. Leather and suede are prominently featured, offering a luxurious, second-skin feel. The color palette of the collection is both rich and versatile, with shades ranging from caramel to deep mahogany, complemented by oxblood, green, and classic black and white accents.
For men, tailored pieces in oxblood and cool steel tones stand out, alongside more directional items like a mid-length leather trench or a shimmering lurex tweed jacket. The collection’s menswear offers a balance of utility and individuality.
Jörgen Andersson, Creative Director at H&M, emphasizes that this collection is a celebration of individuality and self-expression. The campaign showcases each model interpreting the clothes in their unique way, underscoring the message that embracing one’s differences is a source of strength. H&M’s commitment to inclusivity is also highlighted through its campaign and upcoming events, reinforcing that fashion should be both liberating and empowering.
To kick off the global celebration of the collection, H&M will host a party in London. The event will feature a performance by Charli XCX and DJ sets by Jamie xx and Sherelle. Take a closer look at the H&M FW 24 Featuring Charli XCX, Arca, Lila Moss and others in the Gallery below:
wow this actually looks really cool! great move from charli but also H&M – H&MXCX !
the video is so much better than the images 😍
They need to have Charli design a collection for them! CMON !