• Text by Erianne Lewis

Music and fashion lovers alike gathered in Times Square on Monday to see Charli XCX perform under those iconic bright lights. A mere 30 minutes before the performance, a brief event announcement was uploaded on social media and in a few H&M stores. Thousands of people flocked to witness Charli perform on the TSX stage, “in celebration of the H&M’s Holiday collection and re-opening of H&M Times Square,” the brand noted in a statement. 

Delilah Belle, Amelia Gray Hamlin, Richie Shazam, Julia Fox, Alex Consani | BFA (Courtesy of H&M)

There was also a star-studded lineup of attendees including Julia Fox, Shay Mithcell, Lila Moss, Iris Law, Alex Cosanni, Irina Shank and more. 

Anderson .Paak | BFA (Courtesy of H&M)
Julia Fox | BFA (Courtesy of H&M)

The screens in Times Square were filled with visuals by media artist Maximo Recio, counting down to when Charli hit the stage. Charli’s performance was the finale in a series of pop-ups, performances, club nights, store openings, etc., that H&M arranged to celebrate its vision for the future of fashion.

Charli’s performance look included a semi-sheer draped dress, complete with a high slit and combined bodysuit, black leather belt with silver buckle, sunglasses and heeled knee-high black patent boots. The setlist included her hits “360,” “Von dutch”, “Apple” and “Guess Remix”.

Delilah Belle | BFA (Courtesy of H&M)
K.Tea | BFA (Courtesy of H&M)
Hailey Sani | BFA (Courtesy of H&M)

Following the performance, Times Square was illuminated with images highlighting its new H&M Holiday Collection, New York City, and the other cities that were stops on its global marketing tour. There was also an afterparty held at Hotel Chelsea, where Charli changed into a sparkly mini skirt with fringe, black knit and a faux fur coat draped over her shoulders. Model Amelia Gray hosted the afterparty and curated an edit of her favorite styles, for H&M’s new fashion platform, The Studio.

Shay Mitchell | BFA (Courtesy of H&M)
Iris Law | BFA (Courtesy of H&M)
Amelia Gray Hamlin | BFA (Courtesy of H&M)

“Charli xcx is a special friend of H&M. Her spirit of innovation and inclusivity is exactly in step with our values,” notes H&M Creative Advisor, Ann-Sofie Johansson. “We are so lucky that she has been a central part of this exciting tour, kicking off the events with a special performance in London, and now wrapping things up with this already-legendary Times Square set.”  

 The new H&M Times Square store is now open with the 2024 Holiday Collection available for purchase in select H&M stores and online.

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