After the chaotic Brat Summer we all experienced, Charli xcx is making sure we don’t lose sight of her as we transition out of it, by launching her recent collaboration with H&M for their A/W 24 collection. The launch, which took over social media on September 12th, was attended by A-list celebrities like Naomi Campbell, Lila Moss, and Amelia Gray.

In classic Charli xcx fashion, the event wasn’t your typical fashion line launch. The electro-pop artist made sure to make the event her own by transforming it into a rave, featuring giant projections of the collection showcased above the stage.

Charli kicked off her set at an appropriately late 10:30pm, performing tracks from her most recent album alongside some of her biggest hits at Copper Box Arena in East London.

From the campaign images we’ve seen from H&M so far, the A/W 24 collection seems to be heavily inspired by 90s minimalism. It features a boxy burgundy leather jacket with a matching skirt, worn by the stunning Lila Moss, alongside oversized suit jackets, a leopard print fur coat, a floor-length suede jacket, lots of faux leather, and some knitted tops.

Although the collection is perfect for this year’s autumn/winter season, it’s not necessarily what people expected from a collaboration with Charli xcx. Charli herself clarified, saying, “I didn’t design this collection/this isn’t my collection or anything,” in response to the confusion online about whether it was a collection inspired by her Brat album.

Charli xcx regarding the H&M A/W 2024 collection. pic.twitter.com/RwX7BwcuKX

— xcxshake (@xcxshake) September 12, 2024

Having Charli as the face of the campaign, yet not incorporating lime green, tank tops, or clubbing attire seems like a missed opportunity. The collection is designed to sell out and cater to customers seeking new winter pieces, but as a fan of both H&M and Charli, we would have loved some Brat-inspired looks.

Many fans seemed confused by the collection, especially after Charli posted a teaser on her Instagram story showing a H&M receipt listing Charli xcx-inspired clothing items, such as the “xcx sunglasses” and “Brat boots,” none of which actually exist. H&M also fuelled the hype by changing their social media branding to the iconic green colour associated with Charli’s Brat album, sending fans into an online frenzy at the possibility of a Brat-inspired collection.  

Given the success of H&M’s collaborations throughout the years with fashion houses like Mugler and Balmain as well as musicians like Madonna and the Weeknd, it’s surprising they didn’t fulfil Brat fans’ expectations. But then again, as Charli herself stated, it’s not her collection—she’s simply the face of it.

It’s also worth acknowledging that the launch was an entirely free concert, and around 2,500 Brat fans had the privilege of attending the show alongside some of fashion’s most influential individuals, influencers, and plenty of press.

Following the launch, Charli kicked off her Sweat tour on Saturday in Detroit with Troye Sivan, signalling that any speculation about Charli’s popularity declining after Brat Summer is far from true and there’s only more to come from the artist’s recent success.

Words by Cillian Murphy 

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