H&M crashed London Fashion Week 2024 with a performance from pop icon, Charli XCX. The high street brand hosted a star-studded party the day before the event to promote its new A/W 24 collection.

Following in the footsteps of previous collaborations with luxury fashion brands, like Mugler, Versace and Maison Margiela, H&M is seeking once again to make high fashion and culture accessible to the mainstream. This time, by packaging the hyper-cool aesthetic of current it girl Charli XCX.

On Thursday 12th September, as London Fashion Week kicked off, H&M held a concert instead of a catwalk. Held in the Copper Box Arena, East London, the evening featured a performance Charli XCX, as well as DJ sets from Jamie XX and Sherelle.

Images courtesy of H&M.

In the spirit of inclusivity, the event was opened to the public and Charli’s Angels (Charli XCX fans) had the chance to sign up for tickets. Fashion legend Naomi Campbell was in attendance, as well as Lila Moss, Iris Law, and Arca, who all feature in the A/W 24 campaign cast.

Famous party-goers were kitted out in the new collection, which is focused on celebrating fashion and embracing personal style. Pieces are bold and timeless, with rich colours and textures and a heavy mid-century influence. The collection utilises leather, wool, and suede as in gold, mahogany and leopard print.

Jörgen Andersson, Creative Director at H&M, describes the A/W 24 collection as “all about the joy of great fashion. Music is an area where experimentation, individuality and flair have always thrived, so it makes perfect sense for H&M to be paying tribute to the intersection between style, sound and self-expression”.

Images courtesy of H&M.

To convey this message of bold individuality and self expression, the campaign’s cast features a wide-range of musicians and cultural icons. Directed by Albert Moya and photographed by Sam Rock, the campaign celebrates fashion for all.

Where fashion can often seem a space of exclusivity, H&M invites consumers in with its collection and campaign launch party. Capitalising on cultural relevance, the brand left its mark on London Fashion Week. Combining fashion and music, H&M positions itself within pop culture while championing accessible fashion.

Banner image courtesy of H&M.