The H&M summer 2024 collection is arriving

Cheers to summer days, hot nights, and the fashion that accompanies them! Summer 2024 at H&M focuses on beautiful shapes and bold prints. Everything is graphic, vibrant, and organic, featuring striking modern kaftans, dresses for warm summer days, and sets inspired by the warmth, energy, and rich culture of Brazil. A sophisticated color palette of black, white, beige, and red is complemented by shades of green, from moss to pistachio. The collection will be available in H&M stores as well as on their website starting May 16th.

Bright red A-line dress 2,299 RSD

The women’s collection is an electric refreshment of free silhouettes. Contrasting details, statement prints, and colors boldly and powerfully interpret Brazilian modernism, while details such as embroidery and flowy skirts signal confidence. Key pieces include innovative knitted kaftans, large maxi dresses, airy and layered sleeveless mini dresses, and matching skirts and mini sets to be worn with bikini tops.

Bright red rib-knit maxi dress 7,599 RSD

When it comes to swimwear, bandeau pieces, crocheted bikinis, and triangle tops are dominating. Fashion accessories include chunky gold jewelry, earrings and necklaces inspired by shells and corals, beads, crocheted hats, raffia bags, lace-up sandals, woven clogs, and scarves.

Padded triangle bikini top 599 RSD

“Flowy kaftans, long dresses and skirts, or mini sets in the collection are relaxed, so we’ve added a bit of ‘drama’ with striking prints and a play with volume – it looks powerful and confident, yet modern,” said Eliana Masgalos, concept designer at H&M.



Sleeveless crochet-look blouse 2,299 RSD

Crochet-look mini shorts 2,299 RSD

The accompanying campaign for the women’s collection was an artistic vision by photographer Rafael Pavarotti and featured Vittoria Ceretti, along with Anok Yai and Devyn Garcia.

“It was a great pleasure and joy to go to Brazil to shoot the campaign for H&M. It’s always special to create at home. Being immersed in nature and surrounded by beauty was essential for capturing the essence of the collection – it’s a celebration of incredible energy, like the breeze of an endless summer,” says Rafael Pavarotti, photographer.

Prices will range from 799 to 9990 dinars.


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