H&Munveiled its new menswear line,Atelier, atMilan Fashion Week. ActorBill Skarsgårdshowcased the collection at theH&M&MILANparty held atArca 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 byOliver 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."
The collection launches October 3rd, 2024, in select H&M stores globally andonline.
AtArca Milano, the launch party featured performances byRomy,Chloe Caillet,LOVEFOXY, and070 Shake. This event was one of twelve across eight cities, combining fashion, music, and creative communities to mark the new season.