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Brat summer meets brat fall. Charli XCX cozies up in a leopard print coat for H&M’s upcoming A/W 2024 Campaign released on Thursday (Aug. 29).
Described as a “refresh of H&M fashion spirit,” the A/W collection is inspired by the “eternal glamour and versatility of mid-century design” and features leather pieces, knits, micro skirts, boxy jackets, tailored jackets and more.
“This collection is full of many special inspirations and quality materials,” Eliana Masgalos, Womenswear Design Director, H&M, said in a statement. “The leather, the knits, the sparkly separates – together the pieces showcase the strength of H&M’s fashion ability. It’s all about great clothes: real wardrobe icons. The campaign lets the fashion shine.”
“This collection is a celebration of who we are, and a moment to reaffirm that H&M is always focused on great fashion,” noted H&M’s creative director, Jörgen Andersson. “The campaign is about liberating fashion and liberating self expression – each subject twists the clothes in their own way and their own style. The message is that difference is power.”
Featured in the campaign are Charli XCX, Arca, Lila Moss, Ajus Samuel, Loli Bahia, Wali Deutsch, Okay Kaya, Bibi Breslin, Alewya, Sage Elsesser, Sega Bodega and Lux Gillespie.
In celebration of the A/W 24 collection, H&M will host a party in London featuring a special performance by Charli XCX and DJ sets by Jamie XX and Sherelle. The event will be open to all, and customers can sign up for the chance to attend via social media and through H&M’s membership competitions.
H&M’s A/W collection will be available online and in stores on Sept. 12. In the meantime, shoppers can enjoy the H&M Studio Pre-Fall Capsule of stylish denim jeans and skirts, knitwear, tops and other staples for fall. Students get 20% off at H&M.
