H&M SUMMER 2024 CAMPAIGN
Design director: Eliana Masgalos
Photographer: Rafael Pavarotti
Stylist: Kate Phelan
Filmmaker/director: Albert Moya
“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”
-Eliana Masgalos, Design Director
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.
LOOKBOOK
Photographer: Carlos Garcia