H&M

Sep 2024

The H&M A/W 2024 campaign lookbook presents a sharp, focused examination of contemporary textures and tailored silhouettes. The editorial project leans into a monochrome aesthetic, utilizing clean studio lighting and neutral gradient backgrounds to highlight the interplay between structured leather, intricate knitwear, and polished accessories. Photographed by Carlos Garcia, the imagery captures a precise, professional mood through a series of vertical portraits and full-length shots. The execution is defined by its consistency and minimalist approach, allowing the garments’ form and tactile quality to take center stage. Art direction was led by Mimi Makela, with styling from Lisa Lindqwister. The campaign features models Akon Changkou and Chloe Oh, with hair styling by Andrea Martinelli, makeup by Regina Törnwall, and design by Eliana Masgalos.

Editorial, Vertical, Clean, Monochrome

High Street Fashion

Grey Seamless

Lookbook