Last night, H&M and Charli XCX surprised music and fashion fans with an open-air concert in Times Square to celebrate H&M’s Holiday Collection and the upcoming reopening of its Times Square flagship store. Thousands gathered after a 30-minute social media alert invited the public to the iconic location, where Charli XCX performed on the TSX stage against a backdrop of custom visuals by Maximo Recio and Weirdcore.
The event capped off H&M’s global tour of performances, pop-ups, and store openings, showcasing the brand’s evolving vision for fashion. Charli XCX performed tracks including 360, Von Dutch, Apple, and Guess Remix, wearing custom H&M pieces inspired by the Holiday Collection. Her ensemble featured a semi-sheer draped dress, black leather belt, patent knee-high boots, and statement sunglasses.
After the performance, visuals honoring H&M’s Holiday Collection and the tour’s global collaborators lit up Times Square. The celebration continued with an afterparty at The Hotel Chelsea, featuring DJ sets by DJ Pee .Wee (Anderson .Paak), Oscar Nñ (Papi Juice), and k.tea. Attendees included figures from music and fashion such as Amelia Gray, Julia Fox, and Shay Mitchell.
The newly renovated H&M Times Square store is set to open on November 21. As part of the celebration, Amelia Gray has curated a fashion edit for The Studio, H&M’s new platform showcasing contemporary styles.