H&M kicked off its Autumn/Winter 2024 celebrations with a high-energy event titled “H&M&LONDON,” headlined by Charli XCX and electronic sensation Jamie xx. Held on September 12 at the Copper Box Arena in East London, the event set the tone for London Fashion Week, pulling in a crowd of fashion insiders, celebrities, and die-hard fans alike.
The event was packed with notable names, including Naomi Campbell, Ncuti Gatwa, Iris Law, Rafferty Law, Shay Mitchell, and Lila Moss, who is the face of H&M’s A/W 2024 campaign.
The night was filled with performances and immersive experiences. Charli XCX took the stage in her signature bold style, delivering a set that matched the avant-garde spirit of H&M’s collection. DJ sets by Jamie xx and SHERELLE kept the ball rolling long into the night. The arena was transformed with interactive elements and art installations by Maximo Recio and Weirdcore, along with visuals by Albert Moya, who also created the A/W campaign film.
This London event is just the beginning of a global series titled “H&M&,” which will tour major fashion capitals like Stockholm, Milan, Berlin, Paris and New York, each with its own local flavor and city hosts.
Taking place on 14th September in Stockholm, a pop-up shop will turn into a supper club featuring performances by artists like Lykke Li. While Milan will celebrate club culture with a series of DJ sets. Each city’s event will spotlight H&M’s commitment to style, sound, community, and individuality, making fashion accessible and fun in ways that resonate with local audiences.
This global celebration highlights H&M’s ongoing efforts to blend high-street fashion with cultural moments that resonate with a diverse, worldwide audience. As Charli XCX put it, “Last night was iconic, and it was cute to party with H&M and all my fans in London.”
