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·H&M Summer 2024 Lookbook

Model wearing a black strapless dress and red necklace with hair blowing against a white background

Model wearing a white strapless crop top and tiered skirt against a bright white background.

Model in long red dress holding a large black mesh handbag against a white background

Model in red dress with long black ponytail and statement earring against a white background for H&M

Model wearing a long red ribbed dress with dark accessories against a white background

Model wearing a white strapless textured top and statement floral earring against a plain white background

Model in white strapless crop top and long tiered skirt against a bright white background for H&M

Close-up portrait of a model wearing vibrant red beaded statement earrings against a plain white background.

Model in white lace dress and black strappy heels crouching against a plain white background

Model in white crop top and bikini bottoms holding a black straw hat against a plain white background

Model wearing a white embroidered sleeveless top and white briefs against a white background, holding a black woven bag

Model Maty Fall wearing a red strapless maxi dress with a black statement necklace against a white background.

Model in a black knit dress crouching against a white background for H&M summer 2024 lookbook

Model in a red dress with wide sleeves wearing gold earrings and stacked bracelets against a white background

Model wearing a white strapless crop top and tiered maxi skirt against a bright white background for H and M

Model wearing a long red and white patterned halter dress and statement earrings against a plain white background.

Close-up portrait of a Black female model wearing large beaded star-shaped earrings and a red and white top

Close-up portrait of a Black female model wearing a thick black beaded necklace against a plain white background.

Model in a long black textured dress holding a dark woven handbag against a plain white background.

H&M H&M Summer 2024 Lookbook 2024

About

The H&M Summer 2024 lookbook presents a high-key study in texture and movement. Photographed by Carlos Garcia, the campaign features models Maty Fall and Elodie Guipaud against a minimalist white seamless backdrop, allowing the collection’s vivid reds, crisp whites, and tactile fabrics—from woven mesh and intricate lace to ribbed knits—to take center stage. Working with garment designs by Eliana Masgalos, the imagery employs natural light and clean studio production to highlight sculptural accessories and intricate detailing. The styling is anchored by dynamic hair work from Kalle Eklund and nuanced makeup by Regina Törnwall, with casting by Rita Ornellas. Through a series of editorial portraits and full-length shots, the series leverages motion and minimalist composition to define the season’s aesthetic.