H&M launches A/W 2024 collection with performances by Charli XCX and Jamie XX

H&M launched its A/W 2024 collection with performances by Charli XCX and Jamie XX

H&M celebrated the launch of its Autumn/Winter 2024 collection with a star-studded event in London, featuring performances by pop sensation Charli XCX, DJ and former The XX member Jamie XX, and DJ SHERELLE. The event, held on September 12, was attended by notable figures, including H&M Philippines ambassador Catriona Gray. This launch marks the start of a series of global celebrations in eight cities, with each event showcasing local DJs and artists to reflect the unique culture of the host cities.

Sofie Johansson, H&M’s Creative Advisor, expressed her excitement about the collaboration, stating, “It’s an honor 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.” The partnership between Charli XCX and H&M continues to reflect the brand’s commitment to blending accessibility with avant-garde fashion, a key theme of the A/W 2024 collection.

Following the London event, the celebrations will continue in cities like Stockholm, each event tailored to the local scene with collaborations involving DJs, cultural institutions, and artists. This campaign showcases H&M’s dedication to diversity and creativity in the fashion world.