H&M launches A/W 24 collection with a concert

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. Read more at Creative Brief.