H&M FALL/WINTER 2024 COLLECTION

This season brings a fresh perspective to H&M’s signature style, offering a very special collection, rich in vibrant tones, striking details, and focused silhouettes.

“This collection is filled with unique inspirations and premium materials. Leather, knits, and shimmering pieces all together showcase H&M’s fashion prowess. It’s all about standout wardrobe icons,” says Eliana Masgalos, H&M’s lead womenswear designer.

Each piece tells a story, drawing inspiration from timeless glamour and mid-century design, from dark, sophisticated wood tones and retro interiors, or from the enduring allure of California’s movie stars. The collection cycles through decades of style, from the 1920s to the 60s, 90s, and today.

The Fall/Winter 2024 campaign celebrates richness and diversity, featuring a lineup of musicians, models, and cultural leaders. Captured by photographer Sam Rock and directed by Albert Moya, the campaign is a tribute to fashion, individuality, and personal style. It’s bold, clean, modern, and powerful. Icons like Charli XCX, Arca, Lila Moss, Ajus Samuel, Loli Bahia, Wali Deutsch, Okay Kaya, Bibi Breslin, Alewya, Sage Elsesser, Sega Bodega, and Lux Gillespie reflect H&M’s long-standing support for striking fashion and confidence.

The clothing is ultra-refined. The mid-century influence is apparent in tailored suits, boxy jackets, and micro skirts. Vintage touches include pearl embellishments and knitwear details, along with leather and mesh dresses. For added opulence, the collection features leather and suede pieces. Knitwear options include stretchy wool skirts, must-have vests, and shorts. The color palette spans a spectrum of browns, from caramel to deep mahogany, with accents of dark red and green for a vintage feel, while black and white offer sharp contrasts. Accessories take center stage, with standout heeled shoes, studded footwear, and fur-lined slippers. Bags are sleek, while jewelry ranges from minimalist to avant-garde.

For men, the mood of tailoring classics fused with luxury continues. Key pieces include a mid-length leather coat and a shimmering tweed blazer. Each item blends practicality with individuality – a message central to H&M’s ethos of high fashion for everyone.

“This collection is a celebration of who we are and a reaffirmation that H&M remains dedicated to great fashion,” says Jörgen Andersson, H&M’s Brand Director. “The campaign is about liberating fashion and self-expression – each person adapts the clothing to their own way and style. The message is clear: diversity is strength.”