H&M SUMMER 2024 CAMPAIGN
Design director & concept: Eliana Masgalos
Photographer: Rafael Pavarotti
Stylist: Kate Phelan
Filmmaker/director: Albert Moya
Models: Anok Yai / Vittoria Ceretti / Devyn Garcia
The womenswear collection is an electric take on free-flowing silhouettes. Contrasting trims, statement-making prints and colours interpret the Brazilian Modernism movement in a bold, powerful way, while details like lace-up fronts, embroidery and flouncy skirts signal confidence. Key pieces include innovative knitted kaftans and crochet pieces that have a raffia look, sun dresses in voluminous maxi-shapes, flowy tiered sleeveless mini-dresses, and matching skirt or short sets worn with bikini tops.
In swimwear, bandeau pieces, crochet knit bikinis, triangle tops and tie-up details reign. Accessories include chunky gold-tone jewellery, earring and necklaces inspired by seashells and coral, beads, raffia hats and bags, thong sandals, braided slip-ons, and scarves and sarongs in prints that match the clothes.
“The flowy kaftans, voluminous dresses and skirt or short sets in the collection are relaxed, so we upped the drama with eye-catching prints in organic shapes and playing with volume – it feels powerful and confident, but there’s also this sensuality that feels very now”