There’s no party quite like a Berlin party, and that’s probably why H&M earmarked the German capital as the latest host city in its ongoing event series, which has previously seen it hit up fashion capitals such as London, Stockholm, Paris, and Milan to showcase its H&M Studio AW24 collection and new menswear Atelier collection. Once again, the event was decked out with futuristic interiors, from metallic furnishings to flashes of the Swedish brand’s signature red, and soundtracked by a stellar line-up (this time featuring DJs curated by NTS). 

Didn’t manage to make it? Here’s what you need to know about what went down.

IT TOOK PLACE AT A LOCAL BERLIN HOTSPOT

Needless to say, the AW24 H&M collections took centre stage at the party, and what better place for it than one of Berlin Mitte’s most fashionable hangout spots, Mitte Garten. The intimate neighbourhood store played host to the celebrations with space for dancing and dressing up, with the option to dip out from the main space into the backyard garden that gives the space its name. Immersive design features also pulled through the iconic heritage of H&M Studio womenswear and its menswear Atelier collection, blended with all the edginess that Berlin has to offer.

NTS-CURATED DJS PROVIDED THE SOUNDTRACK

In a city known for its club scene, there was no shortage of local talent on hand to keep people dancing through the night. Selected by music broadcasting legends NTS, SENU and Jaxx TMS played DJ sets with their usual mix of cosmic synths and disco-style beats.

THE GUEST LIST WAS PRETTY PACKED TOO

H&M has appointed a dedicated host for every stop on this global run of events, and this time it was the turn of Jihoon Kim. Having made her name posting fashion and comedy videos online, the 23-year-old Korean social media star – who counts no less than four million followers across her TikTok and Instagram – was on hand with the keys to the city. Other attendees included the likes of Emma Nova, Emily Kusche and Soulin Omar. 

GUESTS GOT TO STYLE THE COLLECTION THEMSELVES

Unlike past H&M events, the Berlin celebrations gave guests access to the brand’s latest styles, and even let them show off their own spin. Curated clothing sections shone a spotlight on standout pieces in an atelier-style setting, alongside a special styling zone where you could put together your own looks from the garments on display. Then, you could capture the results with a Polaroid snap, to take away and stick to the fridge for future styling inspo – or just hold onto the good memories.

YOU CAN STILL TAKE PART IN THE EXPERIENCE

By now you might be feeling pretty envious, but have no fear! You can still get down to H&M’s Berlin-based store, at Neue Schoenhauser Strasse 13, and try on the new collections for yourself.

IT’S NOT OVER YET

H&M’s international event series has seen numerous parties and pop-ups come and go, but there’s still some left to catch if you’re yet to get involved. Stay tuned here for more details.