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·LOOKBOOK HM AW 24

Model wearing a brown shearling jacket and plaid shirt posing on an outdoor stone ground for H&M

Model wearing a plaid flannel shirt and flared skirt posing against a stone block wall exterior background.

Model with long wavy hair wearing a textured white sweater posing in front of a classical framed mirror

Model with long curly hair wearing a white textured sweater dress seated in a blue chair against a panelled wall

A female model wearing a camel sweater and checkered shorts seated outdoors in a tree for an H&M lookbook campaign.

Model wearing a long fluffy beige coat and white trousers standing indoors before an arched alcove.

Model wearing a brown shearling jacket and plaid skirt standing on stone ground outdoors.

Model seated on a white carved wooden chair wearing a camel knit sweater and matching trousers in an interior room with light blue walls.

Model in ribbed knit dress and faux fur coat posing in front of tall white windows.

Close-up portrait of a female model with long blonde wavy hair wearing a plaid shirt against a stone wall

Model seated on a chair in a room with sage green wood-paneled walls, wearing a yellow knit sweater and tan trousers.

Model in a plaid jacket and matching skirt leaning against a large dark green stone sculpture

Model wearing a white textured knit sweater and skirt leaning against ornate pale blue wood-paneled walls.

Model seated on marble architecture wearing black knit top and blue flare jeans with silver pointed shoes.

Model wearing cream knitted sweater leaning on a classical stone and marble balustrade staircase.

H&M LOOKBOOK HM AW 24 2024

About

The H&M Autumn/Winter 2024 lookbook presents a collection defined by soft, tactile knitwear and layered autumnal silhouettes. Captured by photographer Alejandro Sonoro, the campaign moves between ornate, classical European interiors with gold-accented moldings and textured, weathered outdoor settings. The visual execution leans into an editorial aesthetic, utilizing natural light to highlight the depth of the fabrics—from shearling-lined jackets and voluminous faux fur to structured plaid flannels. The project features model Mila Bergsma throughout, with hair styling by Virginie Pinto Moreira and makeup by Marina Andersson. Casting was handled by Nathan Couzins. The collection maintains a clean, grounded palette that balances contemporary casual wear with traditional architectural surroundings.