H&M unveiled its new menswear line, Atelier, at Milan Fashion Week. Actor Bill Skarsgård showcased the collection at the H&M&MILAN party held at Arca Milano.
Atelier reimagines classic menswear through a contemporary lens. Skarsgård wore key pieces: a textured overcoat, pleated trousers, and a layered shirt over a mesh singlet, paired with suede sneakers. This ensemble highlighted the collection's blend of refinement and wearability.
Skarsgård, face of the campaign shot by Oliver Hadlee Pearch, shared his perspective: "Scandinavian style favors subtlety and earth tones. I prioritize comfort and versatility - clothes that adapt to different settings without feeling out of place."
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The collection launches October 3rd, 2024, in select H&M stores globally and online.
At Arca Milano, the launch party featured performances by Romy, Chloe Caillet, LOVEFOXY, and 070 Shake. This event was one of twelve across eight cities, combining fashion, music, and creative communities to mark the new season.