Each event explores creativity and self-expression with a unique curation that responds to every location. In celebration of the launch, the public will have the opportunity to attend all events, profiling the rich H&M community and our collaborative ethos. Mirroring H&M’s cultural heritage, activations target the relationship between fashion and music, placing emphasis on audiovisual performance. The program features a lineup of current and emerging artists, DJs, and visual creators, all interpreting the transforming fashion zeitgeist. Premiering in London on 12 September, events will then shapeshift and take on new identities, intertwining culture from each location.

Celebrations go global throughout fall 2024. Experience our most impressive season in iconic pop-ups and in selected stores. Curated music and futuristic installations set the scene, designed by Willo Perron from Perron-Roettinger Studio. Discover the best of the AW24 Womenswear Collection and Studio drops together with the latest edits. All in one place.