H&M unveils its Autumn/Winter 2024 campaign, featuring an eclectic ensemble of fresh talent including Charli XCX, Arca, Lila Moss, and Sage Elsesser. The collection, a sophisticated blend of seasonal trends, nostalgic elements, and innovative design, offers standout pieces for a refined autumnal aesthetic. Photographed by Sam Rock and directed by Albert Moya, the campaign transcends mere fashion, delving into the intersection of style, music, and cultural influence.
A Stellar Cast for a Stellar Collection
The campaign showcases a diverse range of talent: Charli XCX brings her electro-pop flair, while avant-garde artist Arca adds an experimental edge. The striking Lila Moss contrasts beautifully with Sage Elsesser's cool skater aesthetic. Photographed by Sam Rock and directed by Albert Moya, the campaign extends far beyond design trends and into the who’s who of who is shaping cultural trends.
The campaign also features a diverse array of rising stars and cultural influencers, including Loli Bahia, Ajus Samuel, Wali Deutsch, Okay Kaya, Bibi Breslin, Alewya, Sega Bodega, and Lux Gillespie, each bringing their unique style and perspective to the collection.
The collection features new classic takes on dresses, outerwear, suiting, and more—all tinged with nostalgia and new ways of boho styling.
“This collection is full of many special inspirations and quality materials. 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," says Eliana Masgalos, Womenswear Design Director, H&M.
The color palette is a sophisticated array of mid-century-inspired hues. Rich browns, from warm caramel to deep mahogany, ground the collection, while striking oxblood and forest green add depth and intrigue. Classic black and crisp white serve as versatile accents, completing a palette that feels both timeless and utterly contemporary.
Standout pieces include a sumptuous oxblood leather trench coat for men, channeling both vintage Hollywood and modern edge, and an ethereal heirloom-style mesh dress for women that blurs the lines between past and present.
Accessories also shine with round-toe pumps evoking a sense of classic femininity, while studded loafers add a rebellious edge. The bags provide plenty of striking shapes for the season that similarly recall mid-century embellishments. Structural jewelry oscillates between minimalist chic and bohemian boldness.
H&M menswear follows the same logic with a collection that sees tailored classics emerge with a touch of opulence. An oxblood leather trench coat and a lurex tweed workwear jacket stand out as trend-worthy classic pieces.
The collection's vibrant blend of style and culture is no accident. Jörgen Andersson, H&M's Creative Director, explains the vision: "The A/W 2024 collection is all about the joy of great fashion. Music is an area where experimentation, individuality and flair have always thrived, so it makes perfect sense for H&M to be paying tribute to the intersection between style, sound and self-expression." This philosophy is evident in the diverse cast of musicians, models, and cultural leaders who bring the campaign to life, each contributing their unique flair to H&M's fashion narrative.
The Grand Finale: A London Party
H&M will celebrate this groundbreaking collection with an exclusive London party, featuring a performance by Charli XCX and DJ sets by Jamie xx and Sherelle. The A/W 2024 collection will be available in select stores worldwide and online at hm.com from September 12th, offering discerning fashion enthusiasts a chance to embrace this fusion of style, music, and cultural expression.