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·A/W 2024 Campaign lookbook

Model wearing a grey wool top and matching skirt with black leather boots holding a handbag

Model in strapless mini dress and over-the-knee boots standing against a neutral studio backdrop

Model in grey tailored co-ord skirt suit and dark knee-high boots posing against a neutral gradient backdrop

Model in grey tweed jacket and matching skirt holding a black handbag against a light studio backdrop

Model in a dark embroidered blouse against a grey seamless background for H&M autumn winter campaign

A female model wearing a long black dress and dark boots against a seamless grey backdrop, with voluminous hair captured in mid-motion.

Model in black floral embroidered blouse and matching skirt against grey seamless studio background

Close-up portrait of a woman with long wavy hair wearing a textured dark jacket and a chunky silver chain necklace against a grey backdrop.

Model wearing a white blouse and black studded leather skirt against a grey background for H and M

Model in a studded black leather dress and knee-high boots against a grey studio backdrop for H&M A/W 2024 lookbook

Close-up portrait of model Chloe Oh wearing a black blazer against a grey backdrop for H&M A/W 2024 campaign

Close-up black and white portrait of a model wearing a dark turtleneck and dangling silver earrings against a plain studio background.

Model wearing stacked brown resin bangles against a clean white seamless studio background for H&M A/W 2024 campaign

Model in glossy brown button-up shirt and matching midi skirt with black fuzzy slippers against a white backdrop

Model in a textured dark grey button-up collared top against a plain studio background.

Model wearing a black leather shirt and matching skirt against a gradient grey studio backdrop.

Model with voluminous curly hair wearing a textured grey knit sweater and skirt against a seamless white background.

Model with long hair blowing in the wind wearing a black leather jacket and skirt against a grey background

Model wearing a dark textured buttoned sweater and long olive leather gloves against a white background

Model wearing a fuzzy white short-sleeve sweater, skirt, and boots against a gradient grey studio background.

H&M A/W 2024 Campaign lookbook 2024

About

The H&M A/W 2024 campaign lookbook presents a sharp, contemporary vision of seasonal high street fashion. Across an extensive series of studio portraits, the imagery emphasizes the tactile qualities of the collection, moving between monochromatic leather ensembles, fuzzy knitwear, and structured tailoring. Through clean, high-contrast lighting and minimalist seamless backdrops, the focus remains entirely on the architectural lines and layered textures of the apparel. Photographer Carlos Garcia captures the collection with a mix of polished editorial precision and high-key clarity. Art direction by Mimi Makela and fashion styling by Lisa Lindqwister anchor the campaign in a cohesive, modern aesthetic, supported by hair styling from Andrea Martinelli and makeup by Regina Törnwall. Models Akon Changkou and Chloe Oh feature prominently, showcasing garments detailed by designer Eliana Masgalos in a campaign defined by its professional, clean composition.