H&M is channeling the power of pop culture for its latest collection.
On Thursday, the Swedish fast-fashion retailer announced its A/W 2024 campaign starring an array of musicians, models and cultural icons, including 32-year-old British avant-pop and electronic superstar Charli XCX. Accompanying the “Guess” singer in the campaign are Arca, Lila Moss, Ajus Samuel, Loli Bahia, Wali Deutsch, Okay Kaya, Bibi Breslin, Alewya, Sage Elsesser, Sega Bodega and Lux Gillespi.
Photographed by Sam Rock and directed by Albert Moya, the campaign celebrates fashion, individuality and personal style, all while embodying H&M’s commitment to embracing fashion and self-expression, the brand noted in a press release.
To commemorate the launch, H&M is hosting a London party featuring a performance by Charli XCX and DJ sets by Jamie xx and Sherelle. The event is open to all, with customers able to sign up for a chance to attend via social media and member competitions later this year.
“The A/W ‘24 collection and campaign is all about the joy of great fashion,” said Jörgen Andersson, creative director at H&M. “Music is an area where experimentation, individuality and flair have always thrived, so it makes perfect sense for H&M to pay tribute to the intersection between style, sound and self-expression.”
The lineup, which features more than 100 pieces, draws inspiration from the timeless glamour and versatility of mid-century design, the rich hues of wood and retro interiors, the allure of Hollywood cinema icons and the cyclical nature of fashion trends, according to H&M.
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The color palette features an array of browns, including caramel and deep mahogany, complemented by oxblood and green for an archival feel, with black and white serving as accent colors.
For women, the collection highlights vintage influences through leather dresses and heirloom-style mesh pieces, alongside knitwear such as stretch wool skirt suits and matching vests and shorts.
For men, H&M focused on tailored classicism combined with opulence, featuring sleek leather trench coats and tweed workwear jackets.
Rounding out the collection is a variety of accessories, including heeled pumps with a round toe, studded loafers, bags, jewelry, furry slip-on shoes and belts.
“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,” said Eliana Masgalos, womenswear design director at H&M. “It’s all about great clothes: real wardrobe icons.”
The collection retails for $14.99 to $329 and will be available in select H&M stores worldwide and on its website beginning Sept. 12.