Last night, H&M and Charli XCX turned Times Square into a late-night spectacle, drawing thousands of New Yorkers for a surprise open-air concert. The singer commanded the TSX stage, celebrating both H&M’s Holiday collection and the grand re-opening of the brand’s flagship Times Square location. With just 30 minutes of notice, the iconic space swarmed with music lovers, fashion fans, and the curious few who were drawn in by the electric buzz that overtook the heart of New York City.
The event was a who’s who of the fashion and music worlds, with Amelia Gray, Julia Fox, Irina Shayk, Hari Nef, and Lila Moss among the notable faces in the crowd. Charli XCX was dressed in a custom H&M ensemble that echoed the boldness of the Holiday Collection—a semi-sheer draped dress, complete with a high slit and an integrated bodysuit, paired with mask-like sunglasses and knee-high black patent boots. She performed her hits, including “360,” “Von Dutch,” and “Guess Remix,” under the neon lights, while visuals created by Maximo Recio and Weirdcore pulsated across the iconic screens.
The concert in Times Square was the finale of a global celebration—a culmination of H&M’s ambitious tour of performances, club-nights, pop-ups, and redesigned store openings aimed at embodying the future of fashion. And in true H&M style, the vision was all about inclusivity. Anyone passing through Times Square that night was welcome to join the celebration.
After the show, the festivities moved to The Hotel Chelsea, where DJ Pee .Wee, Oscar Nñ of Papi Juice, and k.tea kept the energy going. Charli XCX, swapping her stage look for a sparkling fringed mini skirt and a faux fur coat, joined a crowd of industry heavyweights, keeping the party alive in a setting steeped in music and style history. Amelia Gray, who hosted the Times Square event, also curated her favorite picks for The Studio, H&M’s freshly launched fashion platform.
This night marked the arrival of the brand-new H&M Times Square store, opening its doors on November 21st. The surprise concert wasn’t just a promotional stunt—it was a statement: H&M’s commitment to culture, inclusivity, and being at the very center of what’s happening now.
As Ann-Sofie Johansson, H&M’s Creative Advisor, put it: “Charli XCX embodies the spirit of innovation and inclusivity that H&M strives for. To kick off our global tour in London and conclude with this moment in Times Square has been truly special.”
