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Close-up portrait of a black woman wearing gold hoop earrings, a white turtleneck, and a dark shirt against a textured background.

Model wearing a long pink coat over dark trousers and graphic sweater against a textured concrete wall.

Model wearing a dark long-sleeve shirt with brown sleeves and black knee-high boots against a textured grey wall.

Model with dark bowl haircut wearing a black jacket and patterned silk scarf against a white wall.

Model wearing a pink tulle dress under a dark coat and tall black boots against a textured grey studio background.

Model wearing a patterned tiered dress with rich orange and blue stripes against a textured grey background

Model with a bowl cut wearing a white collared shirt and black embellished jacket against a plain wall.

Model with dark bob hairstyle wearing a red dress, denim jacket and flare jeans holding a tan tote bag against a grey textured wall.

Model with dark bob wearing a varsity jacket and floral dress against a textured wall

Model standing against a textured grey studio wall wearing an oversized black blazer and metallic trousers.

Portrait of a woman with dark curly hair wearing a green sequin top against a textured grey background.

Model with long curly hair wearing a cropped denim jacket over a black jumpsuit and patterned scarf

Model with curly dark hair wearing a black sleeveless top, pink scarf, and black boots against a textured grey wall

Close-up portrait of a model with long curly dark hair wearing a denim jacket for H&M Archive Collection

Model in leopard print dress and black boots wearing sunglasses against a grey wall

Model with long curly hair wearing a black coat, white top, and metallic gold trousers against a textured grey wall

H&M Archive Collection 2024

About

The H&M Archive Collection campaign presents a study in layered high street fashion, capturing an understated and editorial aesthetic. Shot by photographer Johan Sandberg, the series leans into a moody, desaturated color palette that emphasizes raw texture and industrial studio settings. Fashion editor Kate Phelan curates a series of intricate, multi-layered ensembles, ranging from voluminous tulle and metallic trousers to graphic knitwear and leopard print. The imagery, enriched by natural light and clean, soft-focus directional lighting, highlights the tactile quality of the garments against weathered concrete backdrops. Casting direction by Alexandra Sandberg complements the creative direction, with makeup by Jenny Jansson and Miika Kemppainen providing a finished, precise look across the editorial portraits.