Shygirl’s CLUBSHY H&M takeover, London34 Images
Since 2022, Shygirl’s CLUBSHY series has taken a taste of east London’s vibrant nightlife scene around the world, from Brazil to Chicago and back again, bringing together some of the world’s biggest music and DJ talent. On Friday, it landed at H&M’s flagship store on Regent Street in central London.
By now, H&M’s cultural credentials are firmly set in stone, following previous collabs with the likes of Charli xcx, Troye Sivan, OFFSET, Arca and Caroline Polachek. This latest iteration was no exception, serving as a perfect celebration of the brand’s latest SS25 collection. Leaning into a bohemian renaissance, the collection itself hit shelves on March 20 (the first of two drops – the second coming April 10) and is tailor-made for dancing, anticipating a stacked festival season this summer. And what better way to get in the mood than a few sets from Shygirl and friends?
Below, we’ve gathered everything you need to know about what went down.
In late 2024, Charli xcx took over Times Square for H&M, while others have hit up iconic venues like Berlin’s Kraftwerk. This time around, though, H&M itself served as the venue for a series of high-energy sets, shopfloor turned dancefloor. With Shygirl’s act kicking off at 7pm, supporting DJ sets came courtesy of Hasani and Angelita, plus a special live performance from Babymorocco.
Well… it might have seemed that way. With 500 members of the public in attendance, queues wrapped around the whole block – and when guests did make it inside, many bodies crowded the upstairs balcony of the store to watch the set taking place below. In front of the stage, meanwhile, the crowd was packed tight with bobbing heads. And keep an eye on socials for footage of Babymorocco dancing up on the DJ booth.
Besides curating the line-up, Shygirl designed a bespoke artwork for the event, which was available as a free, limited-edition poster and t-shirt, printed on site. Needless to say, there was a mad scramble for the t-shirt printing area when doors opened, but some lucky attendees also got their hands on signed t-shirt that Shy herself tossed into the crowd. In the end, over 300 t-shirts were given away, with in-store printing continuing over the weekend.
If the Shygirl co-sign wasn’t already enough, H&M’s latest collection comes alongside a campaign fronted by Tyla, FKA twigs, and Caroline Polachek, who join a diverse collective of women who embody H&M’s vision of style as self-expression.
“This season, we were inspired by different stages and moments of women’s lives and the richness of femininity,” says Eliana Masgalos, Design Director of H&M. “We wanted to offer exceptional pieces that bring energy and light. A sense of escape felt very relevant: we wanted to play with a beautiful bohemia, rock icons and festival freedom”.
CLUBSHY was just the beginning… H&M has a wealth of other events lined up to celebrate SS25, linking up with the likes of Martine Syms in New York, Gabriette in Stockholm, and Coucou Chloe in Berlin. Tickets are free and first come first serve. Keep an eye out here for upcoming events.
