Following epic nights in London and Stockholm, H&M’s global party series arrived in Milan for its third stop. Hosted by Marta Losito, the night was a celebration of club culture, fashion, and electronic music. 

Held at the iconic Arca Milano on September 18, the event delivered a fusion of style and sound, turning the space into a runway for H&M’s AW24 collection and a dancefloor for some of the biggest names in electronic music including Romy. Milanese fashion lovers were treated to exclusive access, with tickets offered via H&M membership contests and an open call via social media.

Below we broke down everything that happened. 

THE PARTY WAS IN THE CENTRE OF MILAN

Kicking off Milan Fashion Week in the industrial-chic location Arca Milano, the space was transformed into a futuristic haven. With LED screens showcasing H&M’s collection, the venue seamlessly merged fashion and music in true Milan style. Similar to the London launch event, the entrance was designed with projections by Weirdcore, setting the vibe before guests even stepped inside.

ROMY HEADLINED THE NIGHT

Of course, it is not a fashion week party without a stacked lineup. For this event, H&M called upon the likes of Romy, Chloé Caillet and LOVE FOXY. Romy’s headline electrifying set kept the crowd buzzing till the early hours, while Caillet’s sultry beats brought a touch of Parisian underground cool. LOVE FOXY kicked things off with energy and there was even a surprise appearance from 070 Shake.

THERE WAS A BILL SKARSGÅRD SPOTTING 

Usually at fashion week events, there is a perfect mix of fashion insiders, influencers, and creatives, this event also saw Swedish actor Bill Skarsgård in attendance. 

Marta Losito, with her 2.1M Instagram followers and 4.5M TikTok fans, was the night’s perfect host, effortlessly blending her love for Italian fashion with Milan’s gritty club culture. Among the crowd, familiar faces from the worlds of fashion, music, and art danced till the early hours.

GUESTS HAD FOOD AND DRINK TO FUEL THE PARTY

True to Milanese taste, Dry Milano provided a culinary experience with their famed raw pizza. Each bite felt as refined as the fashion, offering a refreshing contrast to typical club food. The cocktail menu kept things classic with favourites like Moscow Mules and Gin & Tonics, while a mocktail – Peach & Jasmine Soda – added a soft, sweet twist to the evening.

UP NEXT... PARIS

With three cities down, it is time for H&M to land in the world’s fashion capital – Paris. Head here to find out how you can be a part of the launch in the French capital and keep your eyes peeled here for all things H&M.