For those who’re solely going to concentrate to 1 style 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 for those who’ve bought your finger on the heartbeat you will have already noticed some construct up round it.
I can not be the one one to have observed how H&M’s Instagram web page has abruptly been wiped of content material, and that they’ve modified their title 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 elaborations), 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 assortment is stuffed with many distinctive inspirations and nice high quality supplies. The leather-based, the knitwear, the sparkly separates – collectively the items showcase the energy of H&M’s style means. It is all about actually nice garments: actual 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 may discover every 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 clothes and extra.
Ann-Sofie Johansson, Inventive Advisor at H&M, says it “incorporates every thing you wish to have for autumn and past. It is about wants and needs – about learn how to construct the very best wardrobe attainable for at present. To me, it’s style at its finest.”
Launching simply earlier than London Trend Week on the twelfth September 2024 (one other breadcrumb you will spot on Instagram), H&M AW24 marks a real refresh of the excessive road retailer’s style sensibility, and we’re right here for it. Every thing might be obtainable in chosen shops worldwide and on-line at hm.com – so mark your calendars.
Get a primary have a look at our favorite items from the H&M AW24 assortment beneath to bookmark forward of the launch.
For extra from GLAMOUR UK’s Senior Commerce Author Georgia Trodd, comply with her on Instagram @georgiatrodd. Save if 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.