H&M: A/W 2024 Campaign lookbook

Sep 2024

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.

Editorial, Vertical, Clean, Monochrome

Grey Seamless

Lookbook