Perfectly in tune with the changing of the seasons, H&M is entering a new style era with the launch of its A/W 2024 collection.

Gleaning inspiration from a variety of sources—including the everlasting glamour of mid-century design and the sophisticated colour palettes of retro interiors—H&M looked to style cycles of decades past to inform this modern selection of clothing and accessories, and to reignite the brand’s fashion spirit for the new season ahead.

“This collection is full of many special inspirations and quality materials. The leather, the knits, the sparkly separates—together the pieces showcase the strength of H&M’s fashion ability,” H&M’s womenswear design director Eliana Masgalos said in a press release. “It’s all about truly great clothes: real wardrobe icons. The campaign lets the fashion shine.”

To introduce the new collection, the fashion retailer rounded up a star-studded bunch of artists, models and cultural icons, including Charli XCX, Venezuelan musician Arca and models Lila Moss and Loli Bahia to pose for the campaign. According to H&M, the images, lensed by Sam Rock and guided by director Albert Moya, represent a celebration of fashion, individuality and personal style.

The fall-focused range features rich jewel tones and design-focused silhouettes with a vintage feel spread across boxy jackets, heirloom-style dresses, essential knitwear and micro skirts. In the accessories department, see studded loafers, sleek bags, structural belts, minimal gold necklaces and angular earrings.

The H&M A/W 2024 collection is now available to shop in select stores worldwide and online at hm.com. Scroll on to shop our favourite pieces for fall.

September 13 Update: 

H&M is going all out when in comes to celebrating it’s fall 2024 collection, hosting a glam party in London last night to kick off the festivities. The event featured a star-studded red carpet (which included celebs like Shay Mitchell, Lila Moss, Ncuti Gatwa and the Naomi Campbell), plus live performances from English DJ Jamie xx and Charli XCX herself. “Last night was iconic and it was cute to party with H&M and all my fans in London,” the pop star said in a press release.

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