In case you’ve been living under a rock for the last couple of weeks, H&M has been reintroducing itself with a bold new approach through a series of global events in key fashion capitals. Last week, Charli xcx took over the global AW24 collection launch event in London and now the tour continues – with a stop in Berlin.

On September 26, H&M is inviting you to an atelier experience in Berlin Mitte, celebrating fashion, music, and art, with DJs curated by NTS. This event offers an immersive experience, blending the iconic heritage of H&M’s Studio womenswear and a new menswear Atelier collection with Berlin’s edge.

Curated for the city's everlasting creative scene, the event’s lineup will feature DJ sets from local talents such as SENU and Jaxx TMS, known for their cosmic synths and disco-fueled beats. Throughout the series of global events, each city has been appointed its own host. This time around H&M has called upon Jihoon Kim to represent Berlin. With over four million followers across TikTok and Instagram, the 23-year-old Korean social media star first grew her audience four years ago when she began posting fashion and comedy videos online.

Different from the past H&M events, Berlin guests will have exclusive access to see the work the Swedish brand does through a new fun lens. With curated zones showcasing standout pieces, the experience will be heightened with interactive styling sessions where attendees can try on the latest designs and capture the moment through Polaroids.

With good music and fashion installations on display, the night promises a refreshing mix of style and cultural immersion, giving Berliners a front-row seat to the future of H&M while being invited to shop the collection. And the best part? It all takes place in the atmospheric garden setting of Mitte’s charming streetscape. Far from your average retail store event, it will be a continued celebration of inclusive fashion, where everyone is invited. 

Head here for your chance to sign up. Keep your eyes on here for all things H&M event series.