H&M HOLIDAY 2024 CAMPAIGN

Design Director: Eliana Masgalos

Photographer: Karim Sadli

Stylist: Elodie David-Touboul

Filmmaker/director: Albert Moya

with Kim Gordon / Coco Gordon Moore / Gaia Orgeas / Anania Orgeas / Mona Tougaard / Saunders / 070 Shake / Maggie Maurer / Awar Odhiang / Napapery Odhiang / Gemma Ward / Kia Patron / Tyliv Bonaparte / Lily McMenamy / Eddy Earl / Leo Levy

“For Holiday 2024, we are championing a new kind of elegance: one that is charming and exuberant, but utterly modern. We’re bringing the elevated style of 60s and 70s couture into the contemporary wardrobe.”

-Eliana Masgalos, Womenswear Design Director, H&M

The Holiday Collection draws from the modernity and elegance of the 60s and 70s. It takes particular inspiration from the couture fashions of that era, and effortlessly emphasises their relevance for today. There is a marked focus on silhouette: the stark lines of the 1960s partywear, alongside the longer, glamourous styles of 1970s evening styles.

The mood is sleek, graphic, and monochromatic, using unexpected volumes and proportions to create distinctive styles for every wardrobe, and every celebration. The minimal, sophisticated silhouette of the collection is offset by a playful approach to adornment. Black and white looks are accented with sequins, bows, and decorative embroideries. A classic tuxedo shirt is embellished at the cuffs with crystals, and tuxedo shorts suit comes densely embroidered with deco detailing. Tactile finishes emerge throughout the collection. A new, hyper-textural fringe is used to create a top and trouser set that calls to mind the texture of faux fur. Evening bags are finished with extended crystal fringe that add drama and movement – perfect for dancing.

Accessories harken to the luxurious style of the 1960s: bags and shoes are embellished with ‘mirror deco’ detailing that draws from the aesthetic of the space age. Flat shoes look perfect with mini-dresses, offering a more youthful, gamine look.