H&M: H&M Summer 2024 Lookbook

May 2024

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.

Editorial, Vertical, Clean

White Seamless

Lookbook