H&M's AW24 collection is HERE and it's one of the most iconic drops the brand has ever released
If you're only going to pay attention to one fashion launch this season, make it the H&M AW24 collection. Launching today (as in, RIGHT NOW), it's one of the biggest and most iconic drops we've ever seen from the brand – yep, even bigger than H&M x Anamika Khanna – and if you've got your finger on the pulse you'll have been awaiting it's arrival for some time.
There's been plenty of build up around it; I noticed straight away how H&M's Instagram page was suddenly wiped of all content, and that they changed their name to H&M&. Then, all of a sudden, we were presented with lookbook imagery and campaign shots of artists and models (Charli XCX and Lila Moss included) wearing pieces from the collection…
After that, I knew I had to wrangle an invite to the H&M Showroom and try some of it on myself. Full of on-trend rich tones (think burgundy and chocolate brown), seasonal details (like sequins and embellishments), and design-focused silhouettes, my honest thoughts are: you'll want it ALL.
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“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 brand's Womenswear Design Lead Eliana Masgalos.
Though modernity is always at the forefront of the brand's mind, a mid-century mood is pretty evident throughout this collection too. You'll find everything from boxy '60s jackets and matching micro skirts to tailored blazers and suit trousers, all balanced around flashes of fun and opulent designs; vintage-inspired faux fur coats, metallic shift dresses and more.
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Ann-Sofie Johansson, Creative 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 just before London Fashion Week on the 12th September 2024 (which is today), H&M AW24 marks a true refresh of the high street retailer's fashion sensibility, and we're here for it. Everything will be available in selected stores worldwide and online at hm.com – but my bets are they won't stay in stock for long.
See our favourite pieces from the H&M AW24 collection below and shop now.
For more from GLAMOUR UK's Senior Commerce Writer Georgia Trodd, follow her on Instagram @georgiatrodd. Save when you shop the H&M AW24 collection with these H&M discount codes at checkout, and see more curated new in/new arrivals from H&M here.
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