H&M Atelier Campaign Star and Muse Bill Skarsgård Attended the H&M&Milan Fashion Week Event Wearing the Highly Anticipated New Menswear Collection

Dressed in the collection’s signature relaxed tailoring, the overcoat and pleated trousers, a button-down shirt styled over the mesh singlet, and suede slip-on sneakers, Skarsgård, known for his cool and understated sense of style, was the natural choice for the collection’s inaugural campaign, which was lensed by Oliver Hadlee Pearch.

“I am very happy to be a part of this campaign. Scandinavians are experts in a subtle, understated style grounded in earthy colours. I don’t like to peacock too much, so comfort and fit are most important to me. I want to wear versatile clothes that can be adapted, so I never feel too over- or underdressed,”

says Bill Skarsgård.

The debut Atelier collection will be available from 3 October 2024, in selected H&M stores worldwide and online.

A note on the event: Held in the nightclub Arca Milano, the H&M&Milan event featured live performances by Romy, Chloé Caillet, LOVEFOXY and 070 Shake. The party was one of twelve celebrations held across eight cities, which unite fashion and live music, the broader community of creatives, for the arrival of the new season in stores.