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A/W 2024 marks a refresh of H&M’s fashion spirit. Full of rich tones, intriguing details and design-focused silhouettes, this collection brings a very special season for H&M. The A/W 2024 collection will be available in selected stores worldwide and online at hm.com from 12 September 2024.

“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 truly great clothes: real wardrobe icons. The campaign lets the fashion shine.”

-Eliana Masgalos, Womenswear Design Director, H&M

Each piece within the collection brings together various stories and inspirations: The eternal glamour and versatility of mid-century design. The deep and sophisticated hues of wood and retro interiors. The lingering beauty of California cinema sirens. The cycle of styles across decades: 20s to the 60s, 90s to now.

The A/W 2024 campaign echoes this richness and diversity: it features an array of musicians, models and cultural leaders. Crafted by photographer Sam Rock and director Albert Moya, it is a celebration of fashion, and of individuality and personal style. It is bold, clean, modern and strong. The broad cast of contemporary icons – Charli xcx, Arca, Lila Moss, Ajus Samuel, Loli Bahia, Wali Deutsch, Okay Kaya, Bibi Breslin, Alewya, Sage Elsesser, Sega Bodega, and Lux Gillespie – reflects that H&M had always championed between great fashion and self-expression.

Garments are ultra-refined. A mid-century mood is visible in the suiting, including boxy jackets and micro skirts. There are flashes of vintage-style opulence: beading and studs flow across knitwear, leather dresses and heirloom-style mesh dresses. Adding to the sumptuous feel are pieces in leather and suede: these premium materials become like a second skin. Knits include skirt suits in stretch wool, and must-have matching vests and shorts. The colour palette features an array of browns, from caramel to deep mahogany. Oxblood and green add to the archival feel, while black and white function as accent statements. Accessories include heeled pumps with a statement round toe, studded loafers and furry slip-ons. Bags are slick and directional. Jewellery ranges from minimal and angular to off-beat and earthy. Belts help complete the mood of assertive femininity, emphasizing lines.

For men, the mood of sartorial classicism, matched with opulence, continues. Tailoring in oxblood or cool steel tones can be elevated with directional pieces, such as a leather trench cut at a mid-length, or a shimmering lurex tweed workwear jacket. Items combine a spirit of utility with individuality – a message central to the H&M ethos of great fashion for everyone.

“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.”

– Jörgen Andersson, Creative Director, H&M

“Taking design cues from the Reebok archives, there are many thoughtful details in this collaboration. Like v-necks and preppy polo collars inspired by sport jerseys, elastic logo waistbands and retro-style text logos. We also played around with the iconic Reebok vector shapes to create a windbreaker and matching joggers.”

says Sofia Löfstedt, Head of Kidswear Design & Creative at H&M. 

“I’ve always felt Indian fashion gets lost when interpreted by the rest of the world. Often, our fashion — in terms of the culture, the heritage of craft and textile embroideries — is regarded as costume or not wearable or modern enough. Things have changed a lot, and this collection with H&M allows me to take something Indian and make it global and contemporary,”

says Anamika Khanna.

The eye-catching collection is replete with fluid and flattering styles, alive with vivid colour, pattern and hand-embroidered embellishment. Womenswear is underpinned by an effortless elegance, with draped skirts and airy kaftans with asymmetrical or high-low hemlines, and silk pyjama ensembles. For men, traditional cuts are refreshed with graphic prints, while painterly motifs elevate cool and carefree sportswear shapes.

“Anamika Khanna designs clothes to encourage the wearer to express themselves. The silhouettes are fluid and draped, often in a way that can be personalised. The prints are also intriguing. She integrates many fully printed looks, combining traditional colour elements with something more graphic,”

says Ann-Sofie Johansson, creative advisor at H&M.

Anamika Khanna’s calling card of dazzling adornment is also on full display across an array of intricate jewellery, including earrings, cuffs and necklaces cast from reclaimed metal and made locally in India.

Named semi-finalists for the 2024 LVMH Prize and finalists for the 2023 CFDA/Vogue Fashion Fund, Ev Bravado and Téla D’Amore are known for their carefully crafted pieces, expert garment distressing and upcycled denim. With the H&M collaboration, they continue to blur the line between fashion, art, and culture, further amplifying the legacy of Jean-Michel Basquiat through placement prints, embroidery and embroidered patches of his artworks on their signature silhouettes.

Basquiat is widely considered one of the most important artists of the 20th-century. Inspired by his journey from street artist to renowned art figure, Bravado and D’Amore believe Basquiat’s legacy serves as a daily reminder that there are no limits to what they can achieve.

“For us, Basquiat has always been an influential and larger than life figure. To be able to comb through his archives and select rarely referenced artworks is a blessing. The Basquiat estate has been super supportive of our unique vision. Providing this collection on a worldwide scale with H&M makes it ten times more special because it will be largely accessible,

say Ev Bravado and Téla D’Amore.

“Ev and Téla have quickly become some of the most exciting voices in fashion, and we knew that they would honour Jean-Michel’s vision while adding their own distinct style to his work. A central tenet of his legacy is to empower and amplify young black creatives, and through H&M’s global platform, we hope to inspire a new generation of artists to carry on his creative spirit,”

says the Basquiat estate, run by Lisane Basquiat and Jeanine Heriveaux, sisters of Jean-Michel Basquiat.

The 30-piece collection includes tailoring, jackets, short-sleeve shirts, jeans, hoodies, t-shirts and a dress, skirt and corset top, plus accessories. There’s a bomber jacket adorned with the vibrant artwork Ass Killer, 1984 and embroidery of the designers’ arched window, a black blazer with Basquiat’s scribbles about jazz greats Charlie Parker and Miles Davis (Discography 1, 1984), and luxe black leather trousers referencing the artworks Untitled (Ideal), 1988 and Untitled (World Famous), 1983. Other standouts are the unisex distressed denim jacket and matching jeans with Basquiat’s art enshrined in the recurring window design.

“Ev and Téla have translated Basquiat’s iconic art through a contemporary lens, resulting in a collection that feels new, meaningful and exciting. They also have a deep understanding and connection to Basquiat’s life, values and art – and how it all resonates with today’s cultural climate. This collection follows their maximalist, ‘more is more’ designs, but the artistic approach really ties into Basquiat and makes the collaboration a standout,”

says Ana Hernández, Menswear Designer at H&M.

“Colour can truly impact our mood and influence our behaviour. The choices for this collection were deliberate, bringing warmth, youth and timelessness. And by being soft and muted, they provide a nice contrast to the casual pieces, lifting them to elevated essentials,”

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

“We are so excited to work with H&M on their newest colour palette for their kids collection. The chosen colours reflect the importance of grounding and neutral tones that can be easily paired with different colours and styles which is essential for any wardrobe. We look forward to seeing these styles and different colour combinations come to life.”

says, Laurie Pressman, Vice President of Pantone Color Institute. 

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