H&M’s new Atelier limited collection is raising the brand’s bar, alongside its potential customer base, to include shoppers from the high street all the way to Sloane Street.
The new capsule is still rooted in H&M’s focus on everyday essentials, but elevated via the adoption of finer details and finer fabrics – think: Italian wool and hand-distressed Japanese denim.
The likes of overcoats, cotton button-downs, and crew-knit shirts have been upgraded with subtle yet standout details that transform the garments from mere basics to essentials. Atelier will be limited in quantity to keep the integrity of the collection and craftsmanship behind it.
As colder weather approaches, hero outerwear takes centre stage in the form of a shearling-trimmed aviator jacket as well as a long wool overcoat with wide, peak lapels.
Manufactured in collaboration with Italian textile manufacturers Manteco and CANGIOLI 1859, these pieces showcase H&M’s commitment to investing in fine quality textiles. “We have chosen specifically to work with premium Italian mills to offer our customers something beautiful, unique and unexpected,” says Ana Hernández, H&M menswear designer.
According to Hernandez, the collection was first inspired by the fibres and yarns of the fabrics themselves, and the design team worked closely with tactility and texture as well as the Italian mills and their fabric design teams. As well as the textiles, further inspiration came from vintage clothing, H&M’s considerable archives, and the desire to revisit coveted menswear pieces.
Although the collection is intended and marketed as menswear, the inclusion of pieces such as a mesh singlet signal the brand’s evolved approach to dressing today’s customer.
“Though working with a classic menswear lineup, we do see the customer being quite relaxed about moving in between categories – menswear, womenswear, unisex,” says Hernandez. “Designs like the mesh tank are needed to infuse some playfulness in the collection and inspire the wearer to be very personal about styling.”
The A/W 2024 lookbook is styled by a relaxed hand; shirts are left unbuttoned or completely open, and the softly cut trousers offer customers easy, intuitive ways of pulling together a polished look.
To head up the campaign, H&M chose Swedish actor Bill Skarsgard, whose own hygge sensibility and style lend themselves to the brand as both canvas and inspiration.
As the garments are built on the core foundations of the H&M brand, they’re designed for seamless integration into any closet, and prices will remain accessible. Although the collection is designed to be its own entity and label separate from the mainline, it will easily blend seamlessly into the H&M customer’s wardrobe.
As Hernandez explains, “We’re not exiting the current lane; with Atelier, it’s more about adding to the overall offer.”
The H&M Atelier collection is out now in select H&M stores worldwide and online, with plans to re-expand and explore classic H&M codes and archetypes with playfulness in the coming seasons.
