Charli XCX's Unexpected H&M Collaboration: A Stylish Surprise

In the aftermath of the chaotic Brat Summer, Charli XCX is ensuring she remains in the spotlight as we transition into the new season. The electro-pop artist has recently collaborated with H&M for their A/W 24 collection, and the launch event was a star-studded affair, attended by the likes of Naomi Campbell, Lila Moss, and Amelia Gray.

Charli XCX Brings Her Unique Flair to the H&M Runway

A Rave-Inspired Fashion Showcase

Charli XCX's collaboration with H&M was anything but a typical fashion line launch. The artist transformed the event into a full-fledged rave, complete with giant projections of the collection showcased above the stage. This unique approach set the tone for the evening, as Charli took the stage at a late hour of 10:30 pm, performing tracks from her recent album and some of her biggest hits at the Copper Box Arena in East London.

A Departure from Expectations

The A/W 24 collection from H&M seems to be heavily inspired by 90s minimalism, featuring a range of pieces that include a boxy burgundy leather jacket with a matching skirt, oversized suit jackets, a leopard print fur coat, a floor-length suede jacket, and various faux leather and knitted items. While the collection is well-suited for the upcoming autumn/winter season, it doesn't necessarily align with what fans might have expected from a collaboration with Charli XCX.

Charli's Clarification

Charli XCX herself addressed the confusion, stating, "I didn't design this collection/this isn't my collection or anything," in response to the online speculation about whether the collection was inspired by her Brat album. This clarification helped to set the record straight and manage the expectations of Charli's devoted fanbase.

A Missed Opportunity?

Given Charli XCX's status as the face of the campaign, some fans were disappointed that the collection didn't incorporate more elements associated with her Brat aesthetic, such as lime green, tank tops, or clubbing attire. The collection seems designed to cater to a broader customer base seeking new winter pieces, but as a fan of both H&M and Charli, some would have loved to see more Brat-inspired looks.

Fueling the Hype

Adding to the confusion, Charli had previously posted a teaser on her Instagram story showing an H&M receipt listing Charli XCX-inspired clothing items, such as "xcx sunglasses" and "Brat boots," none of which actually exist in the final collection. H&M also contributed to the hype by changing their social media branding to the iconic green color associated with Charli's Brat album, sending fans into an online frenzy with the possibility of a Brat-inspired collection.

A Successful Launch Event

Despite the mixed reactions, the launch event itself was a resounding success. Around 2,500 Brat fans had the privilege of attending the free concert, alongside some of fashion's most influential individuals, influencers, and plenty of press. This unique experience allowed Charli's devoted fanbase to come together and celebrate her collaboration with H&M.

Charli's Continued Success

Following the launch, Charli XCX has kicked off her Sweat tour on Saturday in Detroit, alongside Troye Sivan. This move signals that any speculation about Charli's popularity declining after the Brat Summer is unfounded, and there's only more to come from the artist's recent success.