H&M
H&M Studio F/W 24 Lookbook
Sep 2024
The H&M Studio Fall/Winter 2024 lookbook presents a collection defined by structured silhouettes and a moody, atmospheric palette. Photographed by Karim Sadli with art direction by Emelie Engstrand, the series utilizes clean, minimalist studio setups alongside weathered urban backdrops to frame the garments. The project features model Loli Bahia across a sequence of editorial portraits. The visuals employ soft light and monochrome tones to emphasize tactile fabric textures, ranging from heavy tweed and faux fur to shimmering metallic knitwear. The composition leans into desaturated hues and refined layering, highlighting the seasonal design approach through a mix of high-fashion studio portraiture and controlled, natural light exterior shots.
