The H&M Studio Fall/Winter 2024 lookbook presents a collection defined by structured silhouettes and a moody, desaturated palette. Captured by photographer Karim Sadli, the editorial features model Loli Bahia across a series of studio and urban settings that emphasize both tactile knitwear and sharp, heavy-textured tailoring.
Under the art direction of Emelie Engstrand, the project leans into a minimalist aesthetic. The imagery alternates between controlled studio environments using soft lighting and outdoor urban backdrops, utilizing monochrome and natural light techniques to highlight the collection's architectural focus.
