Between enlisting the queen of ‘brat’, Charli XCX, and flooding Birger Jarlspassagen in Stockholm with its signature red, H&M is pulling out all the stops for its autumn “re-ignition”. Below, we catch up with H&M’s head of design, Eliana Masgalo, to get the lowdown on what’s next for the beloved Swedish brand.
Since 1947, H&M has democratised fashion, offering forward-thinking styles at accessible prices. Now, for autumn/winter ’24, the brand is returning to its roots and reconnecting with its community through a global ‘re-ignition’. But what does this new chapter look like? “We’re going back to our core,” says Eliana Masgalo, head of design at H&M. “We have such a strong heritage, and we’ve been on the market for many years. We’re not rebranding, but re-igniting, re-energising, and re-boosting what we’ve always stood for: fashion.”
This global transformation primarily focuses on enhancing the customer experience: think a sleek, image-led overhaul of the website, a streamlined shopping process, and 250 updated stores curated for the modern shopper. Take the new Götgatan 19 store in Stockholm as an example. Designed to mirror the character of Södermalm, it’s the first in the Nordics to feature a ‘pre-loved’ section, offering a carefully selected mix of second-hand garments from both H&M and other brands.
For H&M, this re-ignition is all about reconnecting with the community. “That’s why we’re hosting all these events and pop-ups now. We’re inviting our community to experience these changes with us,” Masgalo explains. “If we look back, things are always evolving, and we have to grow alongside our customers.”
Photo: H&M
Photo: H&M
Photo: H&M
She emphasises that this re-ignition is about staying in tune with today’s H&M woman. “What mattered 20 years ago might not be relevant now, and things that weren’t even on the radar back then are key issues today,” she says. “It’s about understanding these generational shifts and adapting. It’s exciting – it keeps things fresh and makes you feel young, no matter the changes.”
It’s about understanding these generational shifts and adapting. It’s exciting – it keeps things fresh and makes you feel young, no matter the changes.
Eliana Masgalo, head of design at H&M
Culture and music are central to this re-ignition. Masgalo highlights some standout moments that have been hard to miss: Charli XCX, clutching a leopard-print coat, was the first post after H&M wiped its Instagram, and [the queen of ‘brat pop’ is https://www.voguescandinavia.com/articles/charli-xcx-london-fashion-week-handm). Other notable figures who’ve graced the brand’s feed include Irish-Chilean music producer and singer Sega Bodega, Venezuelan musician Arca, and British singer-songwriter Alewya.
H&M's new store on Götgatan 19 in Stockholm, Sweden. Photo: H&M
But the celebrations don’t stop in London. On 14th September, H&M will throw an unforgettable party in Birger Jarlspassagen, Stockholm’s oldest and most historic shopping arcade. On the 16th, it will transform into a creative hub for fashion, music, food, and culture, open to the public. As part of the pop-up, the restaurant concept ‘The Beet,’ in collaboration with the chef duo Adam & Albin, will also be unveiled.
In addition to the Götgatan store and the pop-up, the newly refurbished H&M store in Westfield Mall of Scandinavia will reopen as an H&M Beauty flagship, sharing space with H&M Home and fashion collections. Part of the H&M store at Drottninggatan 50 has also been reimagined as a ‘pop-in’, featuring a pared-back, curated design approach.
The A/W 2024 collection will be available in selected stores worldwide and online at hm.com from 12th September 2024.