H&M introduced its A/W 24 collection with a spectacular party in London featuring music stars, DJs and the store’s own customers.

Marking a distinct refresh of the brand’s fashion spirit, the new season’s offering heralds a wardrobe of rich tones, intriguing details and design-focused silhouettes with each piece bringing together stories and inspirations that illustrate how each person wears clothes differently.

Styles echo across the decades, from the eternal glamour and versatility of mid-century design to the deep, sophisticated hues of wood and retro interiors and the beauty of California cinema sirens. For women, micro skirts and boxy jackets bring a mid-century mood illustrated in ultra-refined suiting, while flashes of vintage-style opulence, including beading and studs, flow across knitwear, leather dresses and heirloom-style mesh dresses.

Leather and suede pieces add to the sumptuous feel with premium materials that fit like a second skin. Knits include skirt suits in stretch wool and must-have matching vests and shorts. Look out for an array of browns, from caramel to deep mahogany with oxblood and green adding to the archival feel and black and white functioning as accent statements.

The mood of sartorial classicism, matched with opulence, continues in the men’s collection. Tailoring in oxblood or cool steel tones is elevated with directional pieces, such as a leather trench cut at mid-length or a shimmering lurex tweed workwear jacket. Items combine a spirit of utility with individuality – a message central to the H&M ethos of great fashion for everyone.

Brand Director, Jörgen Andersson, says: “This collection is a celebration of who we are and a moment to reaffirm that H&M is always focused on great fashion. The campaign [featuring a diverse array of faces] is about liberating fashion and liberating self-expression – each subject twists the clothes in their own way and their own style. The message is that difference is power.” ✤

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