H&M

May 2024

The H&M Summer 2024 Lookbook Drop 2 centres on a clean, high-key studio aesthetic, emphasising the collection’s focus on contrasting textures and bold silhouettes. Captured by photographer Carlos Garcia, the campaign balances minimalist black-and-white ensembles with vibrant, abstract-patterned summer dresses. The imagery utilizes soft, even studio lighting to highlight intricate details, from laser-cut embroidery and delicate eyelet lace to the fluid movement of tiered maxi skirts and billowing kaftans. The creative execution leans into a commercial, editorial hybrid style, featuring dynamic posing from models Maty Fall and Elodie Guipaud. The styling by Eliana Masgalos rounds out the look with sculptural statement jewellery, anchoring the breezy garments with sharp, modern accents. The production is unified by sleek hair styling from Kalle Eklund and refined makeup by Regina Törnwall, creating a cohesive visual narrative across the entire drop.

Vertical, Clean, Editorial

Soft Light

High Street Fashion

White Seamless, Residential Building

Lookbook