Thursday. September 12, 2024. London Fashion Week 2024 kicked off with an electrifying start, Thanks to our hyper-pop queen Charli XCX’s Brat Summer vibes-like party. H&M, the Sweden-based global fashion company, partnered with pop superstar Charli XCX to throw a massive party at Copper Box Arena in the East End.
H&M’s Fall 2024 Campaign Launch: Challenging Traditional Fashion Norms!
Let’s be honest: Brat Summer is going down in history as one of the most iconic pop culture moments of the 2020s. We thought Charli XCX’s Brat Summer was over, but her recent concert during H&M’s Fall 2024 campaign launch made us believe that Brat Fall is already upon us. On Thursday night, ahead of the London Fashion Week’s official start, H&M threw a huge party to promote and celebrate their upcoming studio collection.
10:30 PM Update on September 12, 2024. Queen of Hyperpop graced the H&M red carpet with all brand ambassadors – Amelia Gray, Arca, Iris Law, Lila Moss, Naomi Campbell, and Zara Larsson – in Brat-inspired outfits, channeling bold and ‘perfect city girls’ vibes.
H&M’s grand event was unlike anything seen before. Celebrating an upcoming collection through a campaign while dropping exciting easter eggs about the clothes, all set against the backdrop of a fun party hosted by a massive pop superstar like Charli XCX, was a brilliant way to elevate brand exposure and connect with the general public.
Speaking about Charli XCX’s contribution to making H&M’s exclusive event in London, Ann-Sofie Johansson (Creative Advisor of H&M) stated,
“It’s an honor to partner with musical icons such as Charli XCX. She is a symbol of the freedom, drive, self-confidence, and reinvention that are essential to fashion and to all that H&M does.”
NOTE: This event in London officially kicked off a series of 12 unique H&M activations across eight cities worldwide, including events in New York, Stockholm, Milan, Berlin, Hamburg, and Munich. These events aim to celebrate local talent in each city by bringing different communities together. Moreover, some special fashion drop-offs from H&M are also part of this tour.
Sustainable Fashion Clothing At Forefront!
SPOTLIGHT On Sustainability On the First Day of Fashion Week!
The London Fashion Week kicked off on Thursday by putting the spotlight on sustainability in the fashion industry.
As per a report by Collective Fashion Justice, released just before the Fashion Week,
“Less than 4% of members of the British Fashion Council (BFC) have made their goals for reducing carbon emissions public”.
Despite growing concerns about environmental impacts on our world, this number is really shocking.
Taking this report seriously, London Fashion Week started with shows that aimed to promote sustainability in the fashion industry.
eBay hosted its “Endless Runway” show, featuring designer clothes sold on its second-hand live shopping platform in real-time during the event. Simultaneously, the Oxfam charity made its return with the “Style for Change” runway, collaborating for the first time with the second-hand online marketplace Vinted. Curated by designer Bay Garnett, the collection showcased clothing from Oxfam’s warehouses.
The event aimed to celebrate the creativity of second-hand fashion while challenging any lingering stigma around it. Models wore a variety of looks, from bold clashing patterns to velvet dresses, modern workwear, and period pieces. Some outfits were available for purchase on Vinted after the show.
British designer Katharine Hamnett, renowned for her political slogan T-shirts, closed the show with a bold statement: a T-shirt reading “No more fashion victims,” 40 years after debuting at the first-ever London Fashion Week in 1984.
Stay Ahead!
The fashion week will run from September 12 to September 17 and will feature a collection by various talented designers. For the latest updates on London Fashion Week 2024, stay tuned to ‘The Stitch Studios.’’
