H&M

Oct 2024

The H&M Men's Atelier A/W24 collection campaign presents a series of editorial portraits focused on the season's tactile knitwear and layered outerwear. Through a series of clean, vertical compositions, the imagery emphasizes material density and subtle color palettes against weathered, neutral-toned interior settings. Photographer Hordur Ingason captures the collection with soft, natural light that highlights the structural details of double-breasted blazers and shearling-trimmed jackets. Creative director Marcus Söder provides the vision for the series, featuring model Mohammed Abubakar, with hair styling by Joe Yves and casting by Nathan Couzins. The project leans into a desaturated, earthy aesthetic that prioritizes the interplay of fabric textures.

Editorial, Vertical, Clean

Natural light

High Street Fashion

Concrete Texture

Advertising Campaign