‘A wardrobe ripe for expression’: H&M launches Atelier collection

(Source: H&M)

H&M has launched Atelier, a menswear collection the brand describes as “a wardrobe ripe for individual expression”.

The debut Autumn/Winter 2024 collection includes jackets, fitted pants and slip-on trainers. The collection is worn by the campaign’s star, Swedish actor Bill Skarsgard.

“Atelier is rooted in a refined aesthetic, meticulously crafted for today,” said Ana Hernandez, menswear designer at H&M.

“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.” 

The premiere Atelier collection is available in select H&M shops worldwide and online.

Last month, H&M Group reported reduced sales in its fiscal third quarter due to cold weather in numerous important European regions. The apparel retailer’s sales dipped 3 per cent to $5.82 billion, while its net profit fell 30 per cent to $224.2 million in the three months ending August 31.

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