Charli XCX, who sparked the “Slime Green Summer” fashion trend with the release of her album “Crash,” has been announced as the face of H&M’s 2024-25 Autumn/Winter campaign. This news came as a surprise, considering her recent high-fashion collaborations with brands like Givenchy, Mugler, and Saint Laurent. But for those who know Charli’s story, this partnership feels like a homecoming, a reminder of her humble beginnings and her long-lasting connection with the brand.
H&M’s announcement was a carefully orchestrated spectacle. They changed their Instagram icon to slime green, the color that defined Charli’s “Crash” era, deleted all their posts, and replaced them with a single picture of Charli. The move was a bold statement that sent the internet into a frenzy, hinting at the exciting collaboration to come.
The partnership is more than just a typical brand campaign; it’s a celebration of Charli’s music and personal style. To mark the launch of the campaign, Charli will be hosting a party with music producers Jamie XX and Sherelle at the opening of London Fashion Week in Spring 2025. “H&M has been so collaborative, they’ve allowed me to do exactly what I want,” Charli shared. “It’s really cool working with people who are so open to creative expression, because it doesn’t happen very often that people are actually willing to make it happen.” Charli’s passion for this project is evident, especially in her commitment to inviting her fans to the launch event.
While some might be surprised to see Charli collaborating with H&M, it’s important to remember her roots. Growing up in Essex, England, Charli found her voice and her style in vintage shops, charity stores, and yes, even H&M. She used clothing as a tool for self-expression, crafting her own unique identity. “Clothes made me aware of who I was and what I wanted to project,” Charli reflected. “It was a defining moment for me in shaping who I am.”
H&M has been a part of Charli’s journey for years. She remembers hearing her own songs – “360,” “Boys,” and “Boom Clap” – playing in H&M stores, something that brings a smile to her face. While many brands have flocked to collaborate with Charli following the success of her latest album, H&M has been a constant, supporting her music since 2011 and even featuring her at H&M Studio events. Charli has previously partnered with Kenzo in 2016 and Mugler in 2023, always staying true to her own individual style.
At the London Fashion Week event, Charli plans to showcase a custom look that reflects the new campaign, completing her signature style with her iconic thigh-high boots. “Sometimes there’s pressure to play a character at events like this,” she shared. Those boots will be making another appearance on her “Sweat” tour with Troye Sivan, which kicks off in the US in late September. Charli is genuinely excited about this collaboration, stating, “It’s so great to be able to wear H&M clothes.”
When it comes to fashion inspiration, Charli draws from the styles of Chloë Sevigny and Phoebe Philo, whom she admires, describing them as “always perfect.” But she also acknowledges her own fashion missteps. “I used to wear mismatched shoes thinking it was cool. And there have been plenty of other ones…”
For Charli, who once relied on high street fashion, this campaign is a nostalgic moment, bringing her back to her pre-fame days, browsing catalogues instead of Vogue. With her music painting the internet slime green, Charli’s bold transformation seems to be here to stay. “Maybe…probably…but I’m not thinking that far ahead!” she said with a laugh.
H&M’s 2024-25 Autumn/Winter collection will be available in stores and online at hm.com on September 12th. For updates on the London event, follow @charli_xcx and @hm.
