If you happen to’re solely going to concentrate to 1 trend launch this season, make it the H&M AW24 assortment. It is set to be one of many largest and most iconic drops we have ever seen from the model – yep, even larger than H&M x Anamika Khanna – and in case you’ve acquired your finger on the heartbeat you will have already noticed some construct up round it.
I am unable to be the one one to have observed how H&M’s Instagram web page has out of the blue been wiped of content material, and that they’ve modified their identify to H&M&…
So, what can all of us anticipate? At a primary look of the lookbook and marketing campaign imagery, it is filled with on-trend wealthy tones (suppose burgundy and chocolate brown), seasonal particulars (like sequins and gildings), and design-focused silhouettes. Plus, is that Charli XCX and Lila Moss I see? Might they’ve one thing to do with the cryptic clues on social media?
SKIP TO: Our picks of the H&M AW24 assortment to bookmark.
“This collection is full of many unique inspirations and great quality materials. The leather, the knitwear, the sparkly separates – together the pieces showcase the strength of H&M’s fashion ability. It’s all about truly great clothes: real wardrobe icons,” says the model’s Womenswear Design Lead Eliana Masgalos.
Although modernity is all the time on the forefront of the model’s thoughts, a mid-century temper is fairly evident all through this assortment too. You will discover every little thing from boxy ’60s jackets and matching micro skirts to tailor-made blazers and swimsuit trousers, all balanced round flashes of enjoyable and opulent designs; vintage-inspired fake fur coats, metallic shift attire and extra.
Ann-Sofie Johansson, Artistic Advisor at H&M, says it “contains everything you want to have for autumn and beyond. It’s about needs and desires – about how to build the best wardrobe possible for today. To me, it is fashion at its best.”
Launching simply earlier than London Style Week on the twelfth September 2024 (one other breadcrumb you will spot on Instagram), H&M AW24 marks a real refresh of the excessive avenue retailer’s trend sensibility, and we’re right here for it. Every thing can be obtainable in chosen shops worldwide and on-line at hm.com – so mark your calendars.
Get a primary take a look at our favorite items from the H&M AW24 assortment under to bookmark forward of the launch.
For extra from GLAMOUR UK’s Senior Commerce Author Georgia Trodd, comply with her on Instagram @georgiatrodd. Save while you store the H&M AW24 assortment with these H&M low cost codes at checkout, and see extra curated new in/new arrivals from H&M right here.
