Charli XCX features in H&M's latest campaign

A cheerful and renewed proposal that perfectly embodies the unique spirit of the it-girl of the moment.

Vibrant hues are combined with design-focused details and shapes to give off a timeless glamour. There are several inspirations behind each piece, bringing together different stories such as mid-century versatility or the lingering beauty of the sirens of Californian cinema.

As such, H&M‘s AW2024 campaign features unique protagonists representing the different artistic avenues that surround us: music, fashion and culture. The imagery, captured by Sam Rock and directed by Albert Moya, celebrates individuality and personal style with a powerful force, and features Charli XCX, Arca, Lila Moss, Ajus Samuel, Loli Bahia, Wali Deutsch, Okay Kaya, Bibi Breslin, Alewya, Sage Elesser, Sega Bodega and Lux Gillespie.

Tailoring ensembles include square jackets and mini skirts; vintage spirit garments adorned with beads and studs that take over knitwear; and leather and mesh dresses. The colour palette includes all shades, from caramel brown to dark mahogany, red and green, and black and white for the more subtle proposals.

‘This collection is a celebration of who we are and a moment to reaffirm that H&M is always focused on great fashion. The campaign is about liberating personal style: each protagonist puts her own spin on clothes in her own way. The message is that difference is power,’ says Jörgen Andersson, brand director of the textile giant.

The collection, which will be launched on 12 September, will be accompanied by a fun and exclusive party in London where Charli XCX will perform and will be accompanied by Jamie XX and Sherelle. All those who want to attend just need to sign up via social media.