Did you take a look at the H&M instagram account recently? Well, the brand just pulled the ultimate “blink and you’ll miss it” move by wiping their entire account clean, and the internet has all sorts of theories about why.
This mystery comes hot on the heels of H&M’s recent collaboration with celebrated Indian designer Anamika Khanna, which drops on September 5, 2024. The collection brings Khanna’s signature style of Indian craftsmanship, intricate embroidery, and contemporary tailoring to a global audience, showcasing everything from luxe loungewear to standout pieces like fluid kaftans and dramatic lungi skirts.
Many are convinced it’s a teaser for something big—and all signs point to Charli XCX. The brand’s new Instagram bio and name reads, “12092024,” “H&M&” subtly suggesting that September 12, 2024, could be the day we see this rumored collaboration come to life.
The speculation kicked into overdrive when H&M’s logo was switched up to something that practically screams “Brat”—that bold, unapologetic vibe that’s been all the rage thanks to Charli XCX’s latest album.
But beyond Charli, there’s also talk that this could be part of a bigger, bolder rebrand for the brand. A strategic facelift to shake off any lingering “fast fashion” woes and tap into the current cultural wave that’s all about individuality, bold statements, and a healthy dose of nostalgia for the chaotic energy of the 2000s.
We can only hope September 12th brings all the bratty, fashion-forward chaos we never knew we needed!
