H&M celebrates Spring 2024 as a time of rebirth and new beginnings in a fresh and sophisticated campaign with equally upmarket clothes. For the women’s portion, models include Anok Yai, Bibi Breslin, Precious Lee, Raquel Zimmermann and Vittoria Ceretti styled by Kate Phelan.

Photographer Rafael Pavarotti [IG] is behind the lens, working with Albert Moya on what’s an exceptional and esoteric campaign film — the entire director’s cut.

In recent days, H&M received positive news in response to the Spring 2024 collections. H&M Group CEO Daniel Ervér, who abruptly replaced Helena Helmersson at the end of January, will tell you that he had little to do with the results.

H&M under Helmersson got caught in the worst possible squeeze and Ervér was her partner in that squeeze, being head of H&M for the last four years.

COVID came and Shein took off like an online rocket ship.

H&M controlled 16% of the fast fashion market in the US in November 2022, behind Shein's 50%. H&M’s $24.9 billion market cap as of November 2023 is approximately 35% of Shein's 2023 private valuation of $66 billion.