Mercer Street was festively turned into a vibrant celebration on Wednesday night as H&M held a block party bursting with clothes, music, and cooperative energy. Under Amelia Gray’s direction, the event took over the Soho shop of H&M and the surrounding block, featuring DJ sets by Kaytranada, Kitty Ca$h, and Channel Tres, thereby establishing the pace for the evening.
Following a London celebration including Charli XCX, this event was part of H&M’s H&M& series, which highlights worldwide cooperative events with New York as the last stop. Starting inside the Soho store, the party explored the junction of style, music, and uniqueness under the direction of Venus X in a panel discussion. Following that, the celebrations extended onto the street where attendees explored Preston’s new H2 partnership with H&M, due to premiere on October 17, and enjoyed DJ performances by Guillaume Berg, Dam Funk, and Heron Preston.
Emphasizing his design philosophy, Heron Preston said, “I like to take a no rules approach when designing since each individual should be able to interpret a piece whatever they want, without feeling limited to one particular look.” Dressed in the newest H2 line, Amelia Gray hosted and modeled throughout the evening to capture the collaborative attitude.
Reflecting on the experience, she shared, “These pieces are very near and dear to me, because Heron was one of the first designers I really loved. I always wanted to walk his shows, I would buy every drop of his, so I’m glad to be a part of something so personal.”
The event drew a star-studded guest list, including Emily Ratajkowski, Riley Keough, Lucky Blue Smith, Nara Smith, Evan Mock, Damson Idris, and Mona Tougaard. As the evening unfolded, the block party turned into a dynamic mix of fashion and fun, with attendees spilling into the streets to dance, grab slices of pizza courtesy of H&M, and enjoy the lively atmosphere. The music carried through the neighborhood, blending with the bustling energy of Soho as apartment residents joined in from their balconies and passersby captured the scene with their phones.
The night marked a perfect end to the season’s warm weather, with an air of celebration and unity lingering even after the music faded. H&M’s block party not only brought together fashion lovers and music enthusiasts but also created a vibrant, unforgettable moment that turned a typical New York City evening into a stylish celebration of connection and creativity.
