H&M debuts new elevated ‘Atelier’ collection for men

Swedish fashion giant H&M revealed on Thursday its new menswear collection, Atelier, as the fast-fashion giant looks diversify its product offering to target more elevated clientele. 

A testament to the art and craftsmanship of quality menswear, Atelier proposes a modern and effortless update of familiar codes, including heritage and workwear, realized in premium fabrics.

The debut Autumn/Winter 2024 collection from Atelier boasts timeless outerwear and relaxed tailoring for men, steeped in heritage and workwear codes, and made in premium fabrics.

The debut campaign for the collection stars Swedish actor Bill Skarsgård, who is dressed in an shearling leather aviator jacket with relaxed trousers, cream alpaca-blend sweater, and black boots, all from Atelier.

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

The debut Atelier collection will be available from October 3 in select H&M stores worldwide and online. Prices start at $19.99 for a mesh tank through to $419 for the leather aviator jacket.

In its most recent trading update, parent H&M Group said net sales dipped in the third quarter, due to poor June weather, adding that its earnings margin goal for the year won’t be achieved.