Amelia Gray, Lucky Blue Smith, and Nara Smith Transformed Mercer Street Into an H&M Block Party

With a festive flourish, Mercer Street came alive Wednesday night for H&M’s block party—a celebration of fashion, music, and the brand’s spirit of collaboration. Hosted by Amelia Gray, the brand activated at its Soho store and on the neighboring block featuring DJ sets by Kaytranada, Kitty Ca$h, and Channel Tres spinning the soundtrack to the evening.

The festivities were thrown under the umbrella of the brand’s H&M series, a collection of collaborative moments in various global cities, with New York serving as a natural next stop after London’s Charli XCX bash. The party began with a thoughtful discussion on the intersection of style, music, and individuality in the store, moderated by Venus X. Next, guests were treated to performances by DJs, including Guillaume Berg, Dam Funk, and Heron Preston, while having the opportunity to peruse Preston’s H2 collaboration with the brand, which launches on October 17.

“I like to take a no rules approach when designing because each individual should be able to interpret a piece however they want, without feeling confined to one particular look,” Preston said.

Dressed in head-to-toe H2, Gray worked overtime as the gracious patron of the evening, as well as a de-facto model for the new collection.

“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,” she shared. Additional special guests fêting the brand included Emily Ratajkowski, Riley Keough, Lucky Blue Smith, Nara Smith, Evan Mock, Damson Idris, and Mona Tougaard.

As the evening progressed, revelers packed the street to dance, grab a slice provided by H&M, and mingle under the evening light. The party blurred the line between street party and fashion celebration, as the event merged with the neighborhood’s early evening crowds and the music spilled out into the neighborhood. Apartment residents above the scene danced on balconies, while passersby snapped photos and swayed along to the music.

With its celebratory air and final hurrah of the season’s warm weather, the energy lingered long after the music stopped, turning the neighborhood into a stylish night of connection and camaraderie.