H&M Fall 2023 Campaign: Baroque Meets 90s Chic

Joanna Elizabeth


Published August 29, 2023


Updated August 30, 2023

H&M Fall 2023 Campaign
H&M debuts fall 2023 campaign. Photo: H&M

H&M’s fall 2023 campaign is an evocative blend of nostalgic allure and contemporary edge. Kicking off the advertisements are models—Anok Yai, Sora Choi, Mona Tougaard, to name a few—bringing late-90s flair back to the spotlight.

H&M Fall 2023 Campaign

What’s striking is the H&M fall 2023 collection’s distinct voice: a juxtaposition of streamlined yet statement designs that span all-black outfits, neutral-toned outerwear, and daring over-the-knee boots. The collection’s thematic backbone is a fusion of neo-noir and baroque influences.

Anok Yai and Mona Tougaard wear all-black looks for H&M fall 2023 campaign.
Anok Yai and Mona Tougaard wear all-black looks for H&M fall 2023 campaign. Photo: H&M

This is reflected in the color palette—a moody mix of black, silver, and earth tones. Long, flowing dresses meet sleek suiting in a look that serves contemporary chic. When it comes to texture, the collection doesn’t skimp. Faux leather, ruffled hems, and tie-neck tops all take their turn in the spotlight.

HM Boots Fall 2023
H&M features over-the-knee boots in fall 2023 collection. Photo: H&M

The design team emphasized that the collection takes significant influence from visually arresting movies. The lineup is an inventive blend of historical elements coupled with a distinctly modern sensibility, serving as their current take on the concept of romance.

Faux leather looks stand out in the H&M fall 2023 campaign.
Faux leather looks stand out in the H&M fall 2023 campaign. Photo: H&M

This campaign emerges as a natural evolution from H&M’s earlier Studio fall 2023 line, which also dabbled in the dramatic and the dark. Likewise, the brand’s Back to School collection maintained an air of casual chic. Launching on September 14th, both in stores and online, the H&M fall 2023 collection is one to watch.

Sora Choi stars in H&M fall 2023 campaign.
Sora Choi stars in H&M fall 2023 campaign. Photo: H&M

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