H&M A/W 2024
Design Director: Eliana Masgalos // Photographer: Sam Rock // Stylist: Suzanne Koller // Filmmaker/director: Albert Moya
“This collection is full of many special references and high quality materials. The leather, the Italian suiting, the wool coats, the premium knits, the sparkly separates – together the pieces showcase a timeless wardrobe. It’s all about truly great clothes: real wardrobe icons.”
-Eliana Masgalos, Womenswear Design Director, H&M
Each piece within the collection brings together various stories and references. The eternal glamour and versatility of mid-century design. The deep and sophisticated hues of wood and retro interiors. The lingering beauty of California cinema sirens. The cycle of styles across decades: 20s to the 60s, 90s to now.
Garments are ultra-refined. A mid-century mood is visible in the suiting, including boxy jackets and micro skirts. There are flashes of vintage-style opulence: beading and studs flow across knitwear, leather dresses and heirloom-style mesh dresses. Adding to the sumptuous feel are pieces in leather and suede: these premium materials become like a second skin. Knits include skirt suits in stretch wool, and must-have matching vests and shorts. The colour palette features an array of browns, from caramel to deep mahogany. Oxblood and green add to the archival feel, while black and white function as accent statements. Accessories include heeled pumps with a statement round toe, studded loafers and furry slip-ons. Bags are slick and directional. Jewellery ranges from minimal and angular to off-beat and earthy. Belts help complete the mood of assertive femininity, emphasising lines.
with Bibi Breslin / Loli Bahia / Lila Moss / Wali / Ajus Samuel / Charli XCX / Arca / Kaya Wilkins / Alewya Demmisse
