H&M’s summer 2024 campaign transports us to a lush, natural setting in Brazil, the perfect backdrop for its latest sartorial offerings. Captured by Brazilian photographer Rafael Pavarotti, models Edoardo Sebastianelli and Zakaria Dau don the new collection.
H&M Summer 2024 Campaign
Mirroring H&M’s summer lineup with his photography, Pavarotti explains, “Being immersed in nature and surrounded by so much beauty was essential to capturing the essence of the collection—it’s a celebration of this incredible energy, like a breeze of an endless summer.”
This season, H&M balances casual summer vibes with a refined aesthetic, evidenced by the collection’s black, white, beige, and red palette. The menswear is crafted to resonate with long summer days and sultry nights, offering pieces that blend retro glamour with modern silhouettes.
Open knits, short-sleeve shirts, and relaxed tailoring take center stage, elevating everyday style with sophistication. The head of design for menswear at H&M, Ross Lydon, elaborates on their design ethos for the season: “Summer dressing is naturally laidback, but we also wanted to inject some sophistication into the collection.”
Lydon adds, discussing the details of the collection, “Soft tailoring and shirting get the spotlight, especially in fabrics with sheen and texture. The result is refined and expressive.” The campaign beautifully captures this interplay, setting a scene where each piece conveys a narrative of timeless elegance redefined for contemporary wear.
