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H&M CELEBRATES THE RELEASE OF UNIVERSAL PICTURES’ WICKED WITH A CAPSULE COLLECTION AND FILM MERCH

The collection’s silhouettes conjure up a sharply tailored black blazer with an hourglass shape, a black bandeau top with wiring that creates curved details, and a black dress with spaghetti straps, a draped top and asymmetric hemline. There’s also an oversized washed black crewneck logo sweater with distressed details, a boxy washed black hoodie with silver foil logo at the back, and four different merch t-shirts featuring graphics of Elphaba, Glinda and the Wicked logo. Different fabrics and techniques emphasise rich textures – mesh, wooly woven, heavy washed jersey, distressed knits, embroidery and pleather. For the accessories, the focus is on the ‘W’ with a curvy handbag, sparkly earring and embossed belt.

Universal Pictures’ Wicked premieres in theatres worldwide on 22 November 2024. The H&M Wicked collection will be available in selected stores and online at hm.com from 7 October.

H&M MOVE: POWER THROUGH THE SHOWERS

H &M Move’s recent activewear collections have become renowned for hitting the sweet spot. Throughout its hiking, cycling, snow, and workout ranges, the brand has maintained its zero-compromise approach to finding the perfect balance of style, function, comfort, contemporary aesthetics, intuitive detailing, and above all, inclusive pricing in its performance garments.

INSPIRED BY OUTSIDE

Introducing H&M Move’s rain collection: an affordable capsule of performance outerwear for A/W 2024.

Key pieces include the women’s StormMoveTM overalls, which are sure to become an autumn outdoor essential this year; elasticated relaxed-fit pants; oversized rain ponchos; and reiterations of customer-favourite jackets. All come complete with the level of detailing we now expect from H&M Move and its place at the intersection of style, function, performance, and affordability – the sweet spot that makes this activewear available to all, however you move.

MODERN LOOKS, MODERN PERFORMANCE

The H&M Move design team has turned to fashion trends and adventure cultures from around the world for this season’s design inspiration and muted colour choices. In doing so, it’s created a variety of performance head turners that incorporate H&M Move’s StormMoveTM material – a progressive brand-owned fabric innovation that plays a starring role right through this range. Thanks to this lab-tested and trademarked fabric technology, H&M Move again goes toe-to-toe with the waterproof, windproof, and breathability performance credentials of its outdoor market leaders. At the same time, this rain capsule stands proudly apart from its competitors thanks to a variety of modern silhouettes and details that’ll inject fresh energy into any wardrobe.

The H&M Move rain collection is available for both men and women in sizes ranging from XS-XXL. It will be available online at hm.com/move from mid- September. Prices start at £44.99.

INTRODUCING H&M ADORABLES, A NEW PREMIUM BABY AND KIDSWEAR LABEL LAUNCHING THIS AUTUMN

“We’re thrilled to present H&M Adorables, our new premium kidswear concept. Born from a desire to create beautifully considered pieces in high-quality compositions and with a meticulous attention to detail, the new line offers enduring styles that will be revitilised season after season. We’re so excited to see this label come to life and for the garments to be worn and passed down through families,”

says Sofia Löfstedt, Head of Design and Creative H&M Kids.

Carefully crafted in high-quality materials, H&M Adorables offers an enduring and accessible foundation of beautiful pieces that will transcend seasons and generations. With a foundation of muted colors and neutrals enlivened with considered pops of colour, delicate florals and playful graphics, the collection highlights include super-soft cashmere and premium wool knitwear and silk bodysuits, alongside heritage-inspired organic cotton blouses and waxed-cotton jackets, and cosy down puffer coats. Special thought has been given to elevated details and tactile compositions. Pretty embroidered trims appear alongside elastic cuffs and waistbands for easy movement, while denim and corduroy come in a Tencel mix for a more fluid, comfortable fit.

Fresh focus is placed on the newborn category, with luxurious gifting pieces to welcome new arrivals. Alongside ready-made gift boxes containing little treasures such as knitted baby booties and rattles, customers can purchase mix-and-match combinations of items including sock bundles, knitted blankets and cashmere bodysuits.

H&M Adorables Materials
Tactile textures in premium compositions have been engineered to feel extra soft against the skin, offering cosy protection with comforting fabrics that swathe the body like a hug. The collection emphasises long-lasting materials, with highlights including cashmere, silk, Merino wool, organic cotton, washed jersey and Tencel denim.

H&M Adorables Mascot
With a precise attention to details and finishes comes the H&M Adorables mascot. A playful symbol that evokes the happy spirit of the collection, this charming logo will be discreetly presented on a soft cotton-twill label inside the majority of garments.

INTRODUCING ATELIER: H&M’s NEW CAPSULE COLLECTION CELEBRATING THE ART OF MENSWEAR.

“Atelier is rooted in a refined aesthetic, meticulously crafted for today. Menswear traditions are valued but continue to progress with prototypical garments that answer to the real experiences of daily life — balancing style and comfort in equal measure,”

says Ana Hernández, Menswear Designer at H&M.

The debut Autumn-Winter 2024 collection proposes a wardrobe ripe for individual expression, with casual and confident layering composed of timeless outerwear and relaxed tailoring. Rich and intriguing fibres, tactility and texture offer an unexpected depth and dimension. Hero outerwear is layered over core essentials, while relaxed tailored pants are dressed down further when styled with slip-on sneakers. Overall, the look is intentionally undone, evoking an effortless and intuitive way of dressing inspired by the campaign’s star, the Swedish actor Bill Skarsgård.

The campaign was photographed by Oliver Hadlee Pearch, while an accompanying film was directed by the drone pilot and cinemaphotographer Benoit Finck, the founder of House of FPV.

“I always love when I get asked to do something truly challenging, and we continued to push ourselves with this project. Being able to complete it without compromising the vision is a great achievement. There was true teamwork, and everyone had the opportunity to add something unique,”

says Benoit Finck, from House of FPV.

The debut Atelier collection will be available from October 3rd, 2024, in selected H&M stores worldwide and online.

H&M STUDIO RETURNS TO PARIS FASHION WEEK TO UNVEIL ITS A/W24 COLLECTION

“Our H&M Studio parties always draw an influential crowd, and this season was no different – the positive energy was palpable. It’s so exciting to be back in Paris presenting our A/W24 collection in such a creative format, in such an artistic city,”

says Ann-Sofie Johansson, H&M’s Creative Advisor and Head of Design Womenswear.

Open to the public on September 24 and September 25, the gallery space has been transformed on multiple floors to channel the directional aesthetic of H&M Studio. Blending futuristic metallic surfaces with glossy red walls, a nod to H&M’s iconic house shade, the pop-up space has been designed in collaboration with leading design studio Perron-Roettinger. The A/W24 collection will be available for exclusive preview purchasing before the collection goes on sale globally on September 26. Guests will be offered refreshments including macarons from Paris’s renowed tea room Carette, as well as ice cream from Lebanese organic glacier Bachir.

In addition, a limited H&M Studio A/W24 denim look and pillow bag in gold leather have been created exclusively for the Paris pop-up. Limited to a numbered edition of 20, the denim top and jeans from the existing A/W24 collection have been reissued in a custom gold-lurex finish.

“H&M Studio’s A/W24 collection is infused with a subtle confidence, lending self-assurance to masculine tailoring and feminine dressing – and making it right at home in Paris. It’s a pleasure to return to the city and present our refined collection in such an inspiring atmosphere,”

says Linda Wikell, designer H&M Studio.

The H&M Studio A/W24 pop-up is located at 116 Rue de Turenne, 75003 Paris, and is open to the public for two days, on September 24 and September 25, from 11.00 to 19.00. The H&M Studio A/W24 collection will launch globally in selected stores and on hm.com on September 26.

ABOUT H&M STUDIO
H&M Studio is H&M’s most directional, fashion-forward offering. Launched in 2013 and developed by an in-house design team at the brand’s Stockholm atelier, the limited-edition collections are unveiled several times a year.

H&M STUDIO’S A/W24 COLLECTION CAPTURES THE NEW STYLE BEAT, ON- AND OFF-STAGE

“H &M Studio is all about easy wardrobe solutions – the kinds of timeless, multi-purpose pieces that take you from a working day to drinks and dinner, helping you to feel polished but relaxed. This season mixes pulse-facing pieces that are objects of desire, reworked classics that you’ll wear year after year, and then the accessories that give every outfit a cool edge,”

says Ann-Sofie Johansson, creative advisor and head of design womenswear at H&M.

Key pieces revel in the chance to reinvent classics with fresh attitude. A trusty trench coat has extended epaulettes for a modern statement. A shearling jacket is a byword for glamour with a oversized silhouette. Dark-wash denim with a metallic weave exerts a unique pull alongside sharply-cut leather trousers, shruggable suiting and feminine jersey dresses. Edgy accessories add boldness, from optic white sling-back pumps to thigh-high boots, an XL tote bag and rhinestone-sparkling jewellery. The collection foregrounds high-quality compositions, with highlights including chrome-free leather, cashmere and Merino wool, and organic cotton.

“For fall, the design team was inspired by the strong but easy-going style of jazz musicians, throwing on a look and hitting the stage, then out into the night. As always with H&M Studio, there’s a focus on the juxtaposition of masculine tailoring and feminine dressing. We’ve remixed classics in fresh, exciting combinations for a modern wardrobe proposal,”

says Linda Wikell, concept designer at H&M.

ABOUT H&M STUDIO

H&M Studio is H&M’s most directional, fashion-forward offering. Launched in 2013 and developed by an in-house design team at the brand’s Stockholm atelier, the limited-edition collections are unveiled several times a year.

H&M ATELIER CAMPAIGN STAR AND MUSE BILL SKARSGÅRD ATTENDED THE H&M&MILAN FASHION WEEK EVENT WEARING THE HIGHLY ANTICIPATED NEW MENSWEAR COLLECTION

Dressed in the collection’s signature relaxed tailoring, the overcoat and pleated trousers, a button-down shirt styled over the mesh singlet, and suede slip-on sneakers, Skarsgård, known for his cool and understated sense of style, was the natural choice for the collection’s inaugural campaign, which was lensed by Oliver Hadlee Pearch.

“I am very happy to be a part of this campaign. Scandinavians are experts in a subtle, understated style grounded in earthy colours. I don’t like to peacock too much, so comfort and fit are most important to me. I want to wear versatile clothes that can be adapted, so I never feel too over- or underdressed,”

says Bill Skarsgård.

The debut Atelier collection will be available from 3 October 2024, in selected H&M stores worldwide and online.

A note on the event: Held in the nightclub Arca Milano, the H&M&Milan event featured live performances by Romy, Chloé Caillet, LOVEFOXY and 070 Shake. The party was one of twelve celebrations held across eight cities, which unite fashion and live music, the broader community of creatives, for the arrival of the new season in stores.

H&M&LONDON WITH PERFORMANCES BY CHARLI XCX AND JAMIE XX KICKS OFF H&M’S A/W 2024 CELEBRATIONS

The London celebration was held at the Copper Box Arena in the East End. It was a full night of happenings, with installations and interactive elements by artists Maximo Recio and Weirdcore, alongside Albert Moya, the talent behind the A/W campaign film; an act from the dancers spotlighted in the A/W campaign; a special performance by electronic sensation and campaign star, Charli xcx; and an after-party with DJ sets led by the esteemed musicians Jamie xx and SHERELLE.

The A/W 2024 collection reaffirms H&M’s fashion expertise, and the event spotlighted the strength of the new collection. It marks the first stop in a global run of distinct events: the ultimate celebration of fashion and music, and a moment to unite a wide community of creatives in fashion-capital cities around the world. H&M is opening the invitation wide, allowing customers to attend each event through social media sign ups.

“It’s an honour to partner with musical icons such as Charli xcx. She is a symbol of the freedom, drive, self-confidence and reinvention that are essential to fashion, and to all that H&M does.”

– Ann-Sofie Johansson, Creative Advisor, H&M.

Charli xcx’s performance marks the continuation of an ongoing friendship between the trailblazing creative and H&M. Her blend of accessibility and avant-garde spirit reflects the mood of the A/W 2024 collection.

“Last night was iconic and it was cute to party with H&M and all my fans in London.”

– Charli xcx.

12 unique events across 8 separate cities will now unfurl, during which H&M will also launch a series of special fashion drops. Each event will have its own unique identity and local city hosts, embracing the specific DNA of each city, all while paying tribute to style, sound, community, self-expression and individuality. Local customers can sign up for the chance to attend via social media.

The celebrations are conceived as H&M&, in a nod to the spirit of collaboration that has always been integral to H&M. The H&M& initiative includes partnerships with both special global and local locations and talents from across the breadth of the creative industries, from DJs such as Kiddy Smile and Romy, through to fashion and cultural authorities such as Dazed, COLORSxSTUDIO and NTS, and food and beverage innovators like Crisp Pizza W6 and Adam and Albin. From H&M&LONDON we will move to H&M&STOCKHOLM, where, tomorrow 14 September, an H&M pop-up shop will become home to a supper club, attended by city host Hanna Larsson, and a speak easy, where Lykke Li, Daniela Rathana and more will perform.

The next stop is MILAN, where H&M and city host Marta Losito will celebrate club culture and electronic music with DJ sets and performances by Romy, Chloé Caillet, and LOVEFOXY.

Then on BERLIN, HAMBURG and MUNICH, where pop up concerts, club nights and special styling sessions will unfurl with an array of exciting guests including local city hosts Jihoon Kim, Caroline Daur and Lara Maria Benedicta von Preysing Lichtengg-Moosgötte.

The tour continues with events in New York (with city host Amelia Gray) and Paris (with city host Paola Locatelli), through until November.

Although distinct for each city, every celebration will, at its core, focus on pioneering fashion and music.

“The A/W 2024 collection reaffirms that H&M is always focused on great fashion and liberating self-expression and these events are the perfect way to celebrate. We are bringing together communities, celebrating local talent and making the case for H&M’s history in the amazing intersection between fashion and music”

– Jörgen Andersson, Creative Director, H&M.

H&M INTRODUCES UNIQUE STORE CONCEPT IN SÖDERMALM, STOCKHOLM

The store offers the very best H&M experience to date, with refined architecture and fresh design complementing the A/W 2024 collection – one of our strongest collections ever.

The Götgatan store is a tribute to the pulsing dynamics of Södermalm and its people, offering specially curated collections to mirror the neighborhood’s essence – a true celebration of individuality.

The store will offer an exclusive assortment of H&M pre-loved – a carefully curated selection of second-hand pieces from different brands, making it a destination for pre-loved hunters.

In addition to pre-loved, the store carries a curated selection of fashion-forward collections for women, H&M Beauty products, special collections, and a hand-picked assortment of accessories.

“This season is about showcasing the absolute best H&M can offer. In tandem with our exceptional Autumn/Winter collection, we’re elevating the customer experience both digitally and in our newly opened stores in Stockholm. Our store in Götgatan is a great example of how our products and customer preferences set the direction for the store experience. It is for example no coincidence that this is the first H&M store in Sweden to offer H&M pre-loved.”

Karen O’Rourke, Sales Manager, H&M Nordics

Customer experience is further improved through innovative solutions such as integrated smart technology, mobile checkout, as well as through spacious and welcoming fitting rooms.

“The store interior has been developed by an in-house team together with external creators to co-create a modern and dynamic experience for our customers. We’ve worked with light materials and organic forms, drawing inspiration from contemporary design and art.”

Camilla Henriksson, Global Head of Brand Experience, H&M

Alongside the launch of our Götgatan store, we are this autumn celebrating H&M’s most impressive season yet with multiple store openings, immersive in-store installations, and a unique pop-up concept that will turn the historic Birger Jarlspassagen into a creative hotspot for fashion, food, and culture. And everyone is invited.

For more images, please visit our Image Gallery

H&M AND SHANGHAI FASHION WEEK REVEAL THE FULL CAMPAIGN IMAGES  AND LOOKBOOK FOR THE COLLABORATION WITH GARÇON BY GARÇON

The designer of GARÇON BY GARÇON continues to use the natural colors they specialize in to create a scene of imaginary — layered, warm, and rich earth tones are dominant and surrounded by flaming red, sky blue, and berry purple to present a pure and brilliant state of mind. The collection showcases GARÇON BY GARÇON’s iconic elements: The pomegranate, the fruit that symbolizes the sun, is the main motif, weaving in and out of the classic arch totem and telling a faraway mythological story; while the light of the sun totem dances as it unfurls, conveying a warm and comfortable lifestyle and attitude. In addition, the vibrant sun totem embroidery leaps out of the colored surfaces and spreads its cheerful spirit with the earth tone color blocking featuring a unique aged texture that traces the ancient charm that is passed down through color.

The collection reimagines traditional womenswear and menswear fashion, creating unisex apparel for those who embrace a carefree and nature-inspired style. Using selected fabrics and tailored designs that feature versatile silhouettes and vibrant details, this collection focuses on timelessness and creates a unique sense of casualness. By skillfully integrating workwear elements into the collection, it creates an urban outfit with a sense of inclusiveness and storytelling. Soft T-shirts and jackets are accented with triangle and shell stitching to offer a playful touch of simplicity; Indigo denim pieces are laser-embossed with the brand’s classic arches, featuring a modern take on a classic element; The jacquard shirtdress, playful balloon skirt, and a variety of workwear-inspired pants with sleek lines present a playful urban experience. Three mules of different styles along with light and casual crossbody patchwork bags in different materials highlight the overall look. A mix of vintage style and fun colors offer inspiration in the new season.

“We’re beyond excited to finally show this collection with everyone. We’ve stayed true to GARÇON BY GARÇON’s unique design language and brand spirit, offering a styling experience full of fun and energy. The sun in my heart is of dazzling colors and outlining with colorful strips, hovering in the sky into autumn; the pomegranate symbolizes the sun, bringing softness into the outfits. I hope these stories could bring inspirations and companionship to people’s daily life, opening up new possibilities for their wardrobes,”

says Dayun Tang, Founder and Creative Director of GARÇON BY GARÇON. 

“We’re thrilled to launch this collection. As one of the most talked-about Chinese designer brands, GARÇON BY GARÇON has truly showcased its iconic design vision and emotional depth in this collection. We’re confident these creative, forward-thinking pieces will resonate with fashion lovers. We also hope this collaboration will shine a spotlight on the creativity and impact young Chinese designers are making, not only in China but on the global fashion scene,”

says Andreas Löwenstam, Head of H&M China Design Hub. 

“Nurturing new talents is important to H&M, with over 300 in-house designers itself.  Unleashing creativity and giving a larger platform to designers such as GARÇON BY GARÇON is what H&M has always been about in all of our great collaborations,”

says Ann-Sofie Johansson, Creative Advisor and Head of H&M Womenswear. 

About GARÇON BY GARÇON 

GARÇON BY GARÇON was established in 2017. Founded by Dayun Tang, the brand comes from curiosity about the unknown world and always being young at heart. Chinese and Western cultural inspiration stories and handscroll painting techniques demonstrate the uniqueness of GARÇON BY GARÇON brand. Dayun Tang was graduated from Studio Berçot in Paris, France, majoring in Fashion Design.