H&M: H&M Men's Atelier A/W24

Oct 2024

The H&M Men's Atelier A/W24 collection campaign explores refined silhouettes and textile-focused menswear through a series of editorial portraits. Featuring model Mohammed Abubakar, the project highlights the tactile depth of knitwear, shearling outerwear, and layered tailoring against neutral, distressed backdrops. Captured by photographer Hordur Ingason, the imagery utilizes soft natural light to define the clean, desaturated palette of the seasonal apparel. With creative direction by Marcus Söder, the campaign maintains a consistent, minimal aesthetic that emphasizes material quality and garment construction. Casting was provided by Nathan Couzins, with hair styling by Joe Yves.

Editorial, Vertical, Clean

Natural light

Concrete Texture

Advertising Campaign