H&M Unveils A Bold Fashion Revival for AW24

H&M will launch its much-anticipated Autumn/Winter 2024 collection with a spectacular celebration in London, blending music, fashion, and individuality. The event will feature a live performance by Charli XCX and DJ sets by Jamie xx and Sherelle. Staying true to H&M's inclusive spirit, the event will be open to all, with attendees selected through social media sign-ups and member competitions.

The AW 2024 collection introduces a fresh direction for H&M, characterized by rich tones, intricate details, and design-driven silhouettes. Available from September 12, 2024, in selected stores and online, the collection draws on diverse inspirations: mid-century glamour, retro interiors, California cinema icons, and fashion trends from the 1920s to today.

Captured by photographer Sam Rock and directed by Albert Moya, the AW 2024 campaign showcases a diverse cast, including Charli XCX, Arca, Lila Moss, and others. The campaign is a bold, modern celebration of individuality, reflecting H&M's dedication to empowering personal style.

This season's collection features refined garments with a mid-century flair, including boxy jackets, micro skirts, and vintage-inspired details like beading and studs. Luxurious materials like leather, suede, and stretch wool enhance the collection, while the color palette ranges from caramel and deep mahogany to oxblood, green, and classic black and white. Accessories include statement footwear, sleek bags, and jewelry that adds a final touch of assertive femininity.

For men, the collection blends sartorial classicism with opulence, featuring tailoring in oxblood and cool steel tones, elevated by pieces like a mid-length leather trench or shimmering lurex tweed jacket.