Swedish fashion giant H&M has unveiled its latest menswear line, Atelier collection, a sophisticated and refined offering that marks a departure from the brand’s usual fast-fashion fare.
Crafted with meticulous attention to detail, the collection offers a modern and effortless update of familiar codes, including heritage and workwear, realized in premium fabrics. The debut Fall/Winter 2024 collection is a wardrobe ripe for individual expression, featuring casual and confident layering with timeless outerwear and relaxed tailoring.
The Atelier collection is rich in intriguing fibers that offer unexpected depth and dimension through tactility and texture. Hero outerwear pieces are layered over core essentials, while relaxed tailored trousers are further dressed down when styled with slip-on sneakers. The overall look is intentionally undone, evoking an effortless and intuitive way of dressing inspired by the campaign’s star, Swedish actor Bill Skarsgård.
The campaign was photographed by Oliver Hadlee Pearch, with an accompanying film directed by Benoit Finck, founder of House of FPV. Benoit Finck commented, “I always love when I get asked to do something truly challenging, and we continued to push ourselves with this project. Being able to complete it without compromising the vision is a great achievement. There was true teamwork, and everyone had the opportunity to add something unique.“
Ana Hernández, menswear designer at H&M, shared her vision for the collection: “Atelier is rooted in a refined aesthetic, meticulously crafted for today. Menswear traditions are valued but continue to progress with prototypical garments that answer to the real experiences of daily life — balancing style and comfort in equal measure.“
The debut Atelier collection will be available in select H&M stores worldwide and online starting October 3, 2024. Prices range from $19.99 for a mesh tank to $419 for a leather aviator jacket.
In its most recent trading update, parent company H&M Group reported a drop in net sales in the third quarter due to bad weather in June, and noted that it won’t meet its profit margin target for the year. Despite this, the Atelier collection is a testament to H&M’s commitment to diversifying its product offering to appeal to a more upscale clientele.