H&M Studio presented a new Spring Summer 2024 advertising campaign, with Italian model Vittoria Ceretti as the face.
The collection demonstrates how fashion always interacts with the past, in particular by referencing the carefree aesthetic of the 1970s and supporting the modern trend of wearing practical clothes. The loose suits, flowing dresses and luxurious accessories that make up the collection are designed to emphasize refined elegance and self-confidence.
H&M Creative Advisor and Head of Womenswear Design Ann-Sofie Johansson emphasizes the practicality of the collection. The aim was to create clothes that could easily fit into a casual and evening closet, regardless of the season.
The collection breathes new life into basic closet pieces by adding modern accents. There are relaxed cut suits, flowing dresses as well as a variety of denim pieces.
In addition, special attention is paid to accessories: bright rhinestone jewelry, low-heeled mules and sleek leather knee-length boots complete the ensemble. The iconic H&M Studio soft bag returns in a smaller version, finished with a snakeskin print.