H&M

Nov 2024

The H&M Holiday 2024 lookbook presents a high-contrast vision for the festive season, captured through an editorial lens. Centered on sculptural silhouettes and tactile materials, the collection highlights structured tailoring and heavy embellishments, including fringe, sequins, and crystal detailing. The imagery leans into a refined, monochromatic palette, using dramatic chiaroscuro and low-key lighting to emphasize the architectural lines and textures of the apparel. Photographer Carlos Garcia works alongside art director Mimi Makela to craft a series of clean, studio-based portraits. Styled by Lisa Lindqwister, the project features models Akon Changkou and Quinn Mora, with the aesthetic grounded by subtle analogue film techniques and minimalist compositions. The result is a series of portraiture that prioritizes form and shadow, emphasizing the collection's diverse range of evening-ready garments and statement accessories.

Editorial, Vertical, Monochrome, Clean

Low-key / chiaroscuro

High Street Fashion

Grey Seamless

Lookbook