If H&M says Brat summer is here to stay, then Brat summer may just be never-ending.
Last September 12, global fashion brand H&M kicked off their A/W 24 collection in London with performances by club pop superstar Charli XCX, DJ and former member of The XX, Jamie XX, and DJ SHERELLE. In attendance for this party, as well, was the H&M Philippines ambassador, Catriona Gray.
This fresh A/W 24 campaign echoes messages of richness and diversity, as the brand features artists, musicians, models, and cultural leaders. Following the London launch, H&M’s global celebrations will continue in eight cities, including Stockholm on September 14. These will be commemorated as unique local events that reflect each city’s distinct character. Featuring collaborations with renowned DJs, cultural institutions, and local talents, H&M ensures a vibrant celebration of fashion and community.
When speaking on the creative collaboration between the brand and Charli, H&M’s Creative Advisor, Sofie Johansson, said, “It’s an honor to partner with musical icons such as Charli XCX. She is a symbol of the freedom, drive, self-confidence, and reinvention that are essential to fashion, and to all that H&M does.” This performance marked Charli’s ongoing partnership with the brand, as her blend of accessibility and avant-garde spirit reflects the mood of the A/W 2024 collection.
Listen to “BRAT” here: