H&M’s Atelier collection for Autumn/Winter 2024 redefines modern menswear with an approach that feels familiar and fresh. Under the creative direction of Ana Hernández, Atelier offers an elevated, capsule wardrobe that’s all about balancing heritage with the demands of modern life. Think classic overcoats paired with unexpected mesh singlets or relaxed tailoring that feels as good as it looks. And the campaign’s star, Swedish actor Bill Skarsgård, fits this description perfectly.
“We worked with familiar menswear codes,” says Hernández, “but reworked the fit and the way to style. It’s tailored but relaxed, a look that moves with you.” This isn’t about rigid structure, but rather, an effortless way of dressing that feels intuitive and comfortable. Shirts are left open or unbuttoned, creating an undone, layered silhouette, while the core pieces — overcoats, aviator jackets, and blazers — are built to last, crafted from premium Italian fabrics.
The collection’s materials take centre stage. H&M didn’t just settle for any fabrics; they tapped heritage mills like Manteco and CANGIOLI 1859 for their refined wools and flannels. Meanwhile, hand-distressed Japanese denim adds a rugged touch to the lineup. Hernández explains, “Because the cuts are understated, we wanted to work with materials that would add texture and depth.”
One of the more unexpected pieces is the mesh singlet — a surprising addition that breaks up the silhouette in a subtle yet modern way. “We wanted to rework classic menswear ideas and add a twist,” says Hernández. “The singlet doesn’t take over, but it adds something different.” It’s details like this that make Atelier feel both contemporary and timeless.
In terms of colour, the collection stays grounded in an autumnal palette of black, grey, camel, and deep burgundy. The collection also leans into the season’s trend for tactile fabrics, especially in accessories. “Suede is a great fall material,” says Hernández. “It’s that time of year when we embrace tactility in fabrics, and it was interesting to explore that in the accessories — which were really conceived to be integrated into the overall look.” Expect to see brushed suede slip-on sneakers, oversized scarves, and faux-shearling tote bags rounding out the collection.
With Atelier, H&M has created a wardrobe that’s fit for the modern man — one who values style, comfort, and craftsmanship in equal measure. Whether you’re layering a classic wool coat over an alpaca knit or trying out the collection’s relaxed denim, there’s something for everyone who appreciates quality with a twist.
The Atelier collection will be available from October 3rd, 2024, in selected H&M stores and online. Find out more at H&M.com
photography. Oliver Hadlee Pearch
words. Gennaro Costanzo
