Long live summer days, sultry nights and the fashion that goes with them. H&M puts stunning shapes and bold prints at the heart of their Summer 2024 collection. The look is graphic and vivid, organic yet strong with eye-catching modern kaftans, sun dresses and matching sets inspired by the warmth, energy and rich culture of Brazil. A sophisticated colour palette of black, white, beige, greige and red is accompanied by green accent colours, from moss to pistachio. The collection will be available in selected stores worldwide and online at hm.com from 16 May.
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 effect, 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.
“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,”
says Eliana Masgalos, Concept Designer at H&M.
The accompanying womenswear campaign was the artistic vision of photographer Rafael Pavarotti and starring Vittoria Ceretti along with Anok Yai and Devyn Garcia.
“It was a great pleasure and joy to go to Brazil to shoot the H&M Summer 2024 campaign. It’s always special to create at home. 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.,”
says Rafael Pavarotti, photographer.
The menswear collection takes a refined approach to the season. Exuding retro summer glamour with thoroughly modern fits, the focus is on shiny textures, lustrous jacquards and openwork knits. There’s a laidback white tuxedo, subtly textured short-sleeve shirts and tailored trousers in a colour palette of mainly off-white, beige, black and burgundy for a touch of grandeur.
“Summer dressing is naturally laidback, but we also wanted to inject some sophistication into the collection. Soft tailoring and shirting get the spotlight, especially in fabrics with sheen and texture. The result is refined and expressive,”
says Ross Lydon, Head of Design Menswear at H&M.
In kidswear, the collection looks to coastal inspiration with shorts, shirts and dresses in soft stripes. There are also sweet details like smocking, crochet and tie-up shoulders. Skirts, tees and light knits come in light neutrals, black and muted red.
“For summer, we wanted the kidswear to have an easy charm. The stripes are a bit softer and the natural textures of the fabrics really come through. Summer knits are also key. Overall, we leaned into that playful combination of comfort and style,”
says Sofia Löfstedt, Head of Kidswear Design and Creative at H&M.
