The Autumn/Winter 2024 collection marks a renewal of H&M's fashion ethos. Filled with bold hues, intriguing details and design-focused silhouettes, this collection marks a very special season for H&M. The Autumn/Winter 2024 collection will be available in selected stores worldwide and online at hm.com from 12 September 2024.
This collection is full of special inspirations and quality materials. Leather, knitwear, shiny garments… Together, the pieces show the strength of H&M's fashion skills. These are really cool pieces – true wardrobe icons. The campaign lets fashion shine. Eliana Masgalos, Womenswear Design Director, H&M
H&M’s Fall/Winter 2024 collection celebrates fashion and individuality with a global launch event in London featuring performances by Charli XCX, Jamie xx and Sherelle. Filled with rich hues and premium materials, the collection draws inspiration from multiple decades. Featuring a range of cultural icons, the campaign highlights self-expression and the power of difference.
Each piece in the collection brings together different stories and inspirations: the timeless glamour and versatility of mid-century design; the deep, sophisticated tones of wood and retro interiors; the enduring beauty of Californian cinema sirens; the cycle of styles through the decades: from the 1920s to the 1960s, from the 1990s to today.
The F/W 2024 campaign reflects this richness and diversity, featuring a range of musicians, models and cultural leaders. Created by photographer Sam Rock and director Albert Moya, it is a celebration of fashion, individuality and personal style. It is bold, clean, modern and strong. The wide-ranging 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 how H&M has always stood for a balance between great fashion and self-expression.
The garments are ultra-refined. Mid-century style is seen in the suits, including boxy jackets and miniskirts. There are flashes of vintage-style opulence – beads and studs flow over knitwear, leather dresses and heirloom-style mesh dresses. Leather and suede pieces add to the sumptuous feel – these premium materials become like a second skin. Knits include stretch wool skirt suits and must-have matching vests and shorts. The colour palette features a variety of browns, from caramel to dark mahogany. Blood red and green add to the archival style, while black and white work as accent statements. Accessories include pumps with a striking round toe, studded loafers and furry slip-on sneakers. Bags are sleek and directional. Jewelry ranges from minimalist and angular to unconventional and earthy. Belts help complete the style of assertive femininity, emphasizing the lines.
For men, the spirit of sartorial classicism, combined with opulence, continues. Tailoring in oxblood or cold steel tones can be enhanced with statement pieces, such as a mid-cut leather trench coat or a shiny lurex tweed work jacket. The garments combine a spirit of utility with individuality – a central message for H&M’s ethos of good fashion for all.
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 fashion and personal expression – each protagonist puts their own spin on clothes in their own way and with their own style. The message is that difference is power. Jörgen Andersson, Creative Director, H&M.
Note: The content of this press release has not been edited by Fibre2Fashion staff.
Fibre2Fashion (RM) Press Desk
