H&M
H&M Summer 2024 Lookbook Drop 2
May 2024
For H&M’s Summer 2024 Lookbook Drop 2, photographer Carlos Garcia captures a high-street collection defined by its sharp contrast and fluid silhouettes. The series leans into a minimalist aesthetic, utilizing a seamless white studio environment to emphasize the interplay of monochromatic black-and-white tailoring and vibrant, abstract-print summer dresses. The campaign features dynamic posing and motion-focused styling, with hair by Kalle Eklund and refined, natural makeup by Regina Törnwall. Creative direction and design by Eliana Masgalos bridge the gap between structured, architectural pieces—like teardrop-accessorized maxi skirts and embroidered kaftans—and airy, bohemian-inspired textures. The execution relies on soft, high-key lighting to maintain a clean commercial finish across both editorial portraits and full-length lookbook captures.
Vertical, Clean, Editorial
Soft Light
High Street Fashion
White Seamless, Residential Building
Lookbook
