H&M
H&M S/S 2024 Campaign Lookbook
Mar 2024
For the H&M S/S 2024 campaign, the brand leans into a stripped-back, architectural approach to high-street fashion. The collection is presented through a series of monochrome, editorial-style portraits that prioritize clean lines, textural contrasts, and sharp silhouettes. The project, captured by photographer Rory van Millingen, utilizes a minimalist studio aesthetic. With art direction by Emelie Engstrand and fashion styling by Lisa Lindqwister, the imagery emphasizes the interplay between light and form, whether highlighting the intricate, geometric cutouts of a white blouse or the structured drape of heavy-duty denim. The lookbook relies on high-contrast lighting—moving between high-key and chiaroscuro techniques—to accentuate the tangible qualities of the apparel. Casting by Tina Tapper features models Rolf and Victoria Fawole, grounding the contemporary presentation in a focused, portrait-led format.
Editorial, Vertical, Monochrome, Clean
High Street Fashion
White Seamless
Lookbook
