H&M links with Charli XCX for fashion refresh, and with Reebok for back-to-school collab

H&M is working with some big names for its autumn product launches — with those names being either big brands or big celebrities.

In the latter case, the retailer will kick off the global celebrations of its AW24 collection with a “spectacular party in London. A multi-faceted celebration of music, fashion and individuality”. It will feature a special performance by Charli XCX and DJ sets by Jamie xx and Sherelle. 

And the company said “in keeping with the spirit of inclusivity that defines H&M, the invite will be open to all, with customers able to sign up for the chance to attend via social media and through members competitions”.

It comes as the season “marks a refresh of H&M’s fashion spirit. Full of rich tones, intriguing details and design-focused silhouettes”.

The collection will be available in selected stores worldwide and online at hm.com from 12 September and the supporting campaign features “an array of musicians, models and cultural leaders”. 

Shot by photographer Sam Rock and director Albert Moya, it stars Charli XCX, Arca, Lila Moss, Ajus Samuel, Loli Bahia, Wali Deutsch, Okay Kaya, Bibi Breslin, Alewya, Sage Elsesser, Sega Bodega, and Lux Gillespie.

As for the collection itself, we’re told each piece brings together various stories and inspirations including “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 company said 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”.

For men, “the mood of sartorial classicism, matched with opulence” means tailoring in oxblood or cool steel tones that “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”.

Meanwhile, another link-up for H&M comes a little earlier with the retailer launching a kidswear collab with Reebok on 29 August in time for the back-to-school flurry of activity. 

The Reebok x H&M collection “reimagines iconic sportswear pieces, taking design cues from the Reebok archives”.

Inspired by the “athletic aesthetic of the 80s and 90s, the collection features boxy silhouettes, jersey necks, piping and vertical stripes. It mixes sport and prep aesthetics”, with the company saying standout pieces are a windbreaker inspired by the classic Reebok Vector Track Jacket, as well as logo tees, varsity jackets and accessories.

It’s available for newborn and kids up to 14 years, in-store and online at hm.com.