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H&M: LOOKBOOK HM AW 24

Brand
H&M
Date

Oct 2024

Description

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.

Style

Vertical, Editorial, Clean

Techniques

Natural light

Industries
High Street Fashion
Color
Camel
Context

Lookbook

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