Can Charli XCX help change consumers’ perception of H&M?

Fast-fashion giant H&M recently unveiled the autumn/winter 2024 collection from its atelier spinoff H&M Studio.   The limited-edition fashion drop signals the brand is “returning to its roots and reconnecting with its community through a global ‘re-ignition’,” H&M’s head of design Eliana Masgalo told Vogue Scandinavia. But what does that really mean for the fast-fashion brand’s broader business? “We’re going back to our core,” Masgalo stated. “We have such a

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