[H&M] Charli XCX, one of today’s leading songstresses, appears as a campaign model for H&M’s A/W collection, which reignites her passion for fashion.
*H&M*
Press release: September 4, 2024
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H&M’s A/W collection that reignites passion for fashion stars Charli XCX as campaign model
*The H&M A/W collection, which emphasizes sophisticated design and high-quality materials, will be available for both women and men from Thursday, September 12th*
H&M “A/W2024” campaign photo: Charli XCX
H&M, which provides fashion and quality in a sustainable manner at the best price, is celebrating A/W with a special feeling as a restart for the brand.
We will announce the 2024 collection. This collection, which features women’s and men’s items, will be on sale from September 12, 2024 (Thursday) at the online store (hm.com) and at a limited number of 40 stores in Japan.
Campaign page (scheduled to be released at 9:00 on Thursday, September 12th)
H&M “A/W2024” campaign photo: Wali Deutsch, Loli Bahia
About the collection
H&M “A/W2024” campaign photo: Bibi Breslin
H&M is A/W
Rekindle your passion for fashion and open a new chapter with our 2024 collection. We have items that feature deep colors, eye-catching details, and well-designed silhouettes.
“This collection is uniquely inspired and made with quality materials: leather, knits and glittering separates –
Each piece represents the potential of H&M fashion. We have truly amazing pieces that will become icons in your wardrobe. ”H&M Head of Women’s Wear Design Eliana Masgalos
H&M “A/W2024” campaign photo: Alewya
The items in this collection are “the universal appeal and diversity of the 1950s,” “deep, sophisticated wood grains and retro interior colors,” and “the enduring legacy of the actresses who graced California movie screens.” Inspired by stories from various eras such as “Beauty” and “Changes in style from the 20s to the 60s and from the 60s to the present day.”
H&M “A/W2024” campaign photo: Wali Deutsch, Okay Kaya
H&M “A/W2024” campaign photo: Lila Moss
The women’s collection features sophisticated items. The suit style is characterized by box jackets and microskirts with a 50’s feel. Flowing beads and studs on knitwear, leather dresses and heirloom mesh dresses reflect vintage-style luxury. Leather and suede pieces add a rich feel, making these premium materials feel like a second skin. Knit items include a stretch wool skirt suit and the must-have matching vest and shorts.
The color palette ranges from caramel to deep mahogany, with browns ranging from caramel to deep mahogany, with oxblood and green adding an archival feel, and black and white acting as accents. Accessories include round-toe heeled pumps, studded loafers, and fur-trimmed slip-ons. The bags are stylish and forward-thinking, and the jewelry ranges from minimal and angular to whimsical and earthy. A belt completes the feminine look and accentuates the lines.
H&M “A/W2024” campaign photo: Ajus Samuel, Lila Moss, Bibi Breslin
The men’s collection has a timeless, classic feel. Tailoring in oxblood and cool steel tones is fashioned into luxurious,
forward-thinking pieces such as mid-length leather trench coats and sparkling lurex tweed workwear jackets. These pieces are both practical and unique, embodying H&M’s philosophy of great fashion for everyone.
H&M “A/W2024” campaign photo: Sega Bodega
The collection’s campaigns express richness and diversity. Influential icons who move modern times, such as musicians and models, appear, and photographer Sam
Rock, director Albert
Produced by Moya. A bold, clean, modern and powerful campaign that celebrates fashion, individuality and personal style.
Singer-songwriter Charli XCX, Arca (singer-songwriter), Lila Moss (model), Ajus Samuel (model), Loli
Bahia (model), Wali Deutsch (model), Okay Kaya (musician), Bibi Breslin (model), Alewya (singer-songwriter), Sage Elsesser (rapper), Sega Bodega (music producer), Lux
The wide range of contemporary icons such as Gillespie reflect the great fashion and self-expression that H&M continues to champion.
H&M “A/W2024” campaign photo: Lux Gillespie
About the event
In addition, we welcomed Charli XCX, a diva representing modern times, We have decided to hold a special event in London featuring the 24th collection. Kicking off the global celebration, the event will feature a performance from Charli XCX and DJ sets from Jamie XX and Sherelle, showcasing a diverse range of music, fashion and personality.
“This collection represents the joy of great fashion. Music is a realm where experimentation, individuality and flair always shine, so it makes sense for H&M to celebrate the intersection of style, sound and self-expression.” H&M
Brand Director Jorgen Andersson
H&M “AW2024” campaign photo: Sage Elsesser
*Collection details*
Release date: Thursday, September 12, 2024
Number of product models: 154 models
Product price range: 1,999 yen to 16,999 yen (tax included)
Available stores: H&M Shibuya store, Harajuku store, Shinsaibashi store, Shinjuku store, Kyoto store, Landmark Plaza Yokohama store, Terrace Mall Shonan store, Cosca Bayside
Stores store, LaLaport Yokohama store, LaLaport Ebina store, Aeon Mall Matsumoto store, Umeda store, Ebisubashi store, Tenjin store, Hiroshima store, Aeon Mall Okayama store, Aeon Mall Shijonawate store, Futakotamagawa Rise store, Sapporo store, Utsunomiya Interpark, LaLaport Tachikawa Tachihi/Aeon Mall Takasaki store/
Aeon Mall Musashi Murayama store, Ario Kameari store, Aeon Mall Morioka store, Sendai Parco 2 stores, Aeon Mall Rifu store, Kobe Harborland umie store,
LaLaport Aichi Togo store, LaLaport Koshien store, Ikebukuro store, Ginza Namiki-dori store, H&M Divercity Tokyo Plaza store, Cocoon City store, Olinas Kinshicho store, AEON Mall Okinawa Rycom store, SanA Urasoe West Coast Parco City store, Mallage Shobu store, Aeon lake town mori
LaLaport Shinmisato store and H&M official online store (hm.com)