H&M GOES BRAT

Popstar Charli XCX's celebration of the fashion brand's Autumn/ Winter 2024 campaign offered a window to its refreshed trajectory, reports Haiqa Siddiqui

- Haiqa Siddiqui

The night Charli XCX staged her performance in Stratford International to commemorate the launch of H&M's Autumn/ Winter 2024 campaign and collection, London was on standby. While there are always a few surprises, most fashion week afterparties stick to the safe bet: glitzy hotels and swanky bars. So, when H&M announced its location as Olympic Stadium, we knew it was going to be something major. The roads were choked with traffic, possibly by the volume of high-flying guests, celebrities, and A-list influencers arriving at the British capital to witness H&M's re-energised vision unfold.

This is a momentous occasion for the fashion world as H&M pivots from simple ready-to-wear sophistication to becoming a go-to for pop-culture-orientated experimental clothing. "Music is a huge part of what we do at H&M; it is an area where self-expression and style innovation really flourish," shares Anne Sofie Johansson, global creative advisor at H&M.

The crowd went wild as Charli took the stage, backed by white tank top-clad dancers, part of H&M's Autumn/ Winter 2024 campaign. The music acted as a catalyst for spectators to mingle and enjoy the coolest after-party. And clips of the performance went viral, commanding the attention of millions who got to experience a slice of this collaborative pop-culture moment.

"Charli is someone who's been a friend of the brand for nearly a decade. She's been attending our events and wearing H&M pieces for many years, so it's a really special and genuine relationship," Sofie Johansson says. The fashion brand is also one of the sponsors of Lollapalooza India and has under its belt a series of iconic collaborations with artists like Ariana Grande, Shawn Mendes, The Weekend, and Lady Gaga.