Swedish fashion giant H&M has introduced a new Autumn-Winter 2024 elevated menswear collection that celebrates a new perspective on men's fashion.
Titled 'Atelier' the capsule is a seamless journey through craftsmanship, masculinity and style and offers a modern and effortless update of heritage and workwear, inspired by the confidence of the campaign's star, Swedish actor Bill Skarsgard.
The tailored garments have been designed in Stockholm with absolute attention to high quality materials. premium fabrics and details such as Alapaca, lamb shearling, genuine suede, leather and wool.
Overall the collection is a testament to the art and craftsmanship of quality menswear evoking an effortless and intuitive way of dressing. Timeless outerwear is layered over core essentials, while relaxed tailored pants are dressed down further when styled with slip-on sneakers.
'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,' said H&M Menswear Designer Ana Hernandez.
'I don't like to peacock too much, so comfort and fit are most important to me. I like wearing something I can cartwheel straight into a nice restaurant without feeling too underdressed,' said Bill Skarsgard.
The campaign was photographed by Oliver Hadlee Pearch, with an accompanying film directed by drone pilot and cinemaphotographer Benoit Finck, the founder of House of FPV.
'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,' Finck added.
H&M's debut menswear collection, Atelier is available now in select H&M stores worldwide and online. Check out the campaign images here.
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