H&M launches its FW24 collection in Milan

H&M announces the launch of its FW24 collection in Milan, combining cultural events, the renovation of three key stores, and a new digital experience. This approach reflects and underscores the brand's ambition to appeal to a diverse clientele and make fashion more accessible, while highlighting cultural collaborations. The collection is presented as a tribute to the intersection between fashion and music, two areas that have always influenced H&M's identity.

A reimagined customer journey

In Milan, a special event will be held on September 18th, following the one in London, to celebrate club culture. It will bring together influential figures from music, modeling, and culture, such as Charli XCX, Arca, and Lila Moss. The focus is on individuality and diversity, themes increasingly emphasized by the brand. The visual campaign, shot by photographer Sam Rock and director Albert Moya, explores the many facets of fashion through a diverse cast that reflects current trends. Meanwhile, H&M has undertaken the renovation of three of its main stores in Milan: those in Piazza Duomo, Porta Venezia, and the "Il Centro" mall in Arese. These three spaces have been redesigned to offer a more minimalist environment, with fewer shelves and more open spaces. The goal: to enhance the shopping experience by creating a more relaxed and less cluttered atmosphere, while integrating digital elements. Each store is now equipped with large screens displaying content related to the latest trends, with natural colors and lighting effects that highlight products in a more sophisticated way. Additionally, new features like “scan and buy” allow customers to complete their purchases independently, complemented by the Click & Collect service.

A smoother digital experience

The digital aspect is being strengthened with the launch of a new online platform dedicated to Italian customers. This more intuitive interface offers enhanced search tools and a streamlined design. Accessible on both computers and mobile devices, it includes a section dedicated to second-hand fashion through Sellpy, a group subsidiary. This effort aligns with a sustainability strategy that the brand aims to incorporate more broadly into its activities. Digital is no longer just a sales channel, but a tool to encourage more responsible and circular consumption. Rather than making grand announcements, H&M seems to be responding to the expectations of an urban and international clientele. The renewal of stores and the focus on the digital experience reflect the market trends, where convenience and innovation are becoming as important as style. Milan, the global capital of fashion, offers an ideal setting for this launch, whose transformations are aimed at a broader global reach.