H&M launches new menswear collection

Swedish fashion giant H&M has launched its latest menswear collection titled, ‘Atelier.’

Offering a modern take on classic styles, including heritage and workwear elements, this debut Autumn/Winter 2024 collection features timeless outerwear and relaxed tailoring crafted from high-quality fabrics.

The collection is endorsed by Swedish actor Bill Skarsgård, who stars as the brand ambassador in the collection’s campaign donning standout pieces from the collection such as a shearling leather aviator jacket, relaxed trousers, a cream alpaca-blend sweater, and black boot.

Meticulously crafted for modern day needs, the collection honors menswear traditions with evolved designs that respond to the realities of daily life, balancing style and comfort, says Ana Hernández, Designer-Menswear, H&M.

Launched on Oct 3, the collection is available in select H&M stores worldwide and online. Its prices range from $19.99 for a mesh tank to $419 for the leather aviator jacket.

However, despite launching this new collection, H&M registered a decline in Q3 net sales due to unfavorable weather in June. The brand noted, it may not be able to meet its earnings target for the year.