H&M presents Back to School 2024
Tapping into kids’ biggest fashion moment of the year, H&M presents Back to School 2024. The collection is defined by a playful minimalism with refined essentials and a preppy edge. Pieces include a faux leather jacket and dress, workwear-inspired jackets, a short trench, rugby tops and denim. White, black, grey and beige with pops of red and sky blue make up the colour palette. The H&M Back to School 2024 kidswear collection will be available in store and online at hm.com from July.
“There’s a playful minimalism with the Back to School collection – a mix of classic essentials with details like dot print, bows, workwear touches and flared legs. The preppy side comes from rugby and polo references, poplin shirts and styling miniskirts with socks and loafers. Layering is key and this collection has all the pieces to make it as easy as possible,”
says Sofia Löfstedt, Head of Kidswear Design and Creative at H&M.
For girls, the black faux leather shift dress has a simple silhouette that can be dressed up or down. A collared top with a bow underneath makes it sweet, while pairing it with a hoodie takes it casual. All-over monochrome dots add energy and playfulness to wide-leg trousers and a boxy sweatshirt. An A-line mini-skirt and matching jacket in eye-catching glitter dark denim calls for a simple white t-shirt underneath. And for more classic looks, a blue shirt with balloon sleeves and bow detail pairs with wide-leg jeans, or a grey pinstripe pleated mini-skirt, light blue shirt and bright red jumper for a pop of colour. Top either look with a short trench.
For boys, denim on denim gets turned up a notch with workwear details and a black contrast collar on the jacket. Add a pop of colour with a red t-shirt underneath. Or a black and white striped rugby shirt paired with denim cargo shorts and a khaki-coloured workwear jacket. With loose jeans and a black faux leather bomber jacket, the result is laidback with a contemporary edge.
For more information and background around the campaign, including additional imagery and products, please source H&M Magazine.