H&M introduces an elevated new menswear collection, Atelier. A testament to the art and craftsmanship of quality menswear, Atelier proposes a modern and effortless update of familiar codes, including heritage and workwear, realised in premium fabrics.
The debut Autumn-Winter 2024 collection proposes a wardrobe ripe for individual expression, with casual and confident layering composed of timeless outerwear and relaxed tailoring. Rich and intriguing fibres, tactility and texture offer an unexpected depth and dimension. Hero outerwear is layered over core essentials, while relaxed tailored pants are dressed down further when styled with slip-on sneakers. Overall, the look is intentionally undone, evoking an effortless and intuitive way of dressing inspired by the campaign’s star, the Swedish actor Bill Skarsgård.
The campaign was photographed by Oliver Hadlee Pearch, while an accompanying film was directed by the drone pilot and cinemaphotographer Benoit Finck, the founder of House of FPV.
The debut Atelier collection is available in selected H&M stores worldwide and online.
[Photo Credit: Oliver Hadlee Pearch for H&M]
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