Headlining H&M’s world event series, the pop superstar is bringing Brat Summer to London Fashion Week – and here is how you can join her
H&MWhether you grew up in a big, bustling city or a small town that required a drive to get to the closest mall, chances are at some point in your life the glossy red H&M logo lured you into one of its almost 4000 stores worldwide.
Over the last seven decades, the Swedish brand has owned the prime spot for brands on the high street. But it’s within the last 20 years that H&M has garnered a different type of customer with its affordable approach to elevated luxury. Through its collaborations with the likes of Simone Rocha, Comme des Garçons, Versace and Mugler, H&M has successfully managed to establish itself as a high-street label with an edge and personality. “We have done so much – 20 years of designer collaborations, decades of pioneering affordable, fantastic fashion,” global creative director Jörgen Andersson tells us, speaking on the brand’s legacy.
Now, this autumn, the label is ready to kickstart a brand new ‘re-energised’ era. “We are elevating the collections, elevating the digital experiences and stores, and reminding people that H&M will always be there for them when it comes to getting dressed,” Andersson adds. “I think the future is about really embracing that history, not looking over our shoulder at what other people are doing but embracing all the ways we have led and dominated.”
With a new look in stores worldwide, new collections and exciting upcoming collaborations, the next few months are busy for the label, but the most exciting highlight is a series of events. “[It’s] a moment to be really anchored in ourselves – the collections, the stores, the great fashion, the sense of community. It’s about celebrating who we are, and reaffirming what we are,” says Andersson.
Kickstarting with a mega global launch party in London, H&M has enlisted the help of one woman who has owned not only the summer but 2024 as a whole – the originator of Brat Summer herself, Charli xcx. “Charli is someone we have a really joyful relationship with,” explains Andersson. “She’s been coming to our events, and wearing H&M pieces, for nearly a decade. She’s a face in the AW24 campaign. Part of what we wanted to do with this celebration was to bring the global mood of music and fashion but apply that locally.” As a former club kid, Charli has previously spoken about curating her style at 15 with whatever simple pieces she could find and give new life to. Almost two decades later, her love for basics still stands, having dubbed a seethrough white tank top as the essential garment of Brat summer.
“The message is about the clothes but also about self-expression and you find that in clubs. Young people want to celebrate differences and things they are proud of” – Jörgen Andersson
Joined by Benji B, Jamie xx and Sherelle, the global launch night will take place on the opening night of London Fashion Week’s SS25 shows on September 12. Allegedly one of the popstars’ only requests was her fans were invited to party with her, so that is exactly what is happening! Every Brat regardless of who they are and what they do can sign up to be in with the chance of attending the party.
Following the show in London, H&M will be hosting 12 more events across Stockholm, Paris, Berlin, New York, Munich, Hamburg and Milan. Normally, fashion week parties are reserved for a select few, but with this world tour, H&M is inviting their real-life fans to embrace the new energy of this era.
Throughout the event series, each city will have their very own ambassador who represents the essence of the city. For the global launch event, London will be represented by none other than model Lila Moss who will be acting as a city host for the London event “[She is] such a quintessential London girl. It’s just in her blood,” Andersson says. “She has an amazing way of pulling clothes together – really effortless, a little off-beat, refined and yet playful. We´re happy to be working with her on the London event, she’s a really vibrant character who symbolises the fun of London: a city that’s all about spirit, rule-breaking and youth culture.”
Celebrating club culture in a way most high street brands have ignored in the past, H&M is dedicated to making the event series centred on the real-life people who embody the brand. “The message is about the clothes but also about self-expression – diversity of people and of cities, and you find that in clubs, and places where people come together. You understand the commonalities, but you respect the differences,” Andersson adds. “Young people want to celebrate differences and things they are proud of. New York is New York. Paris is Paris. You need to be global but you need to be local at the same time. And this season is all about embracing that.”
The event is destined to be one for the books, so make sure to head here for your chance to attend the party in London on September 12.
Stay tuned to find out more about upcoming events and check out the schedule below.