H&M fuses bold confidence with effortless shapes for Summer 2024

Long live summer days, sultry nights and the fashion that goes with them. H&M, at the Doha Festival City, puts stunning shapes and bold prints at the heart of their Summer 2024 collection. The look is graphic and vivid, organic yet strong with eye-catching modern kaftans, sun dresses and matching sets inspired by the warmth, energy and rich culture of Brazil. A sophisticated colour palette of black, white, beige, greige and red is accompanied by green accent colours, from moss to pistachio.

The womenswear collection is an electric take on free-flowing silhouettes. Contrasting trims, statement-making prints and colours interpret the Brazilian Modernism movement in a bold, powerful way, while details like lace-up fronts, embroidery, and flouncy skirts signal confidence. Key pieces at Doha Festival City include innovative knitted kaftans and crochet pieces that have a raffia effect, sun dresses in voluminous maxi-shapes, flowy tiered sleeveless mini-dresses, and matching skirts or short sets worn with bikini tops. 

In swimwear, bandeau pieces, crochet knit bikinis, triangle tops and tie-up details reign. Accessories include chunky gold-tone jewellery, earrings and necklaces inspired by seashells and coral, beads, raffia hats and bags, thong sandals, braided slip-ons, and scarves and sarongs in prints that match the clothes.

“The flowy kaftans, voluminous dresses and skirt or short sets in the collection are relaxed, so we upped the drama with eye-catching prints in organic shapes and playing with volume – it feels powerful and confident, but there’s also this sensuality that feels very now,” says Eliana Masgalos, Concept Designer at H&M.

The accompanying womenswear campaign was the artistic vision of photographer Rafael Pavarotti and starred Vittoria Ceretti along with Anok Yai and Devyn Garcia.

“It was a great pleasure and joy to go to Brazil to shoot the H&M Summer 2024 campaign. It’s always special to create at home. Being immersed in nature and surrounded by so much beauty was essential to capturing the essence of the collection – it’s a celebration of this incredible energy, like a breeze of an endless summer.,” says Rafael Pavarotti, photographer….
Elevate your fashion statement this summer at Doha Festival City with timeless styles and high-fashion pieces.

Comments are closed.