Mona Tougaard and Anok Yai channel neo-noir opulence in H&M’s AW23 campaign

H&M has always blended its high street history with its connection to the high fashion world. In the last few years, the brand has collaborated with Mugler, Simone Rocha, fashion’s most in-demand models, and even Dazed’s very own IB Kamara.

Now for AW23, the high-street brand has shifted gears with a new capsule collection inspired by the romanticism of neo-noir film.

Almost entirely monochromatic, the collection blends classic Baroque-inspired motifs with opulent silhouettes, inspired by the late 1990s. The collection features a plethora of long ruffled dresses, oversized tie-neck tops, faux leather looks and striking denim pieces. The addition of sheer fabrics, lace, delicate lingerie-inspired touches, and opulent pearl embellishments elevates every garment.

Throughout key pieces of the collection, the colour scheme remains elegantly restrained, with shades of black, silver, earthy tones, and soft off-whites maintaining a sophisticated ambience throughout.

“Our main source of inspiration came from visually stunning films. The collection is a stylish mix of historic references but with a fiercely modern attitude. It’s our contemporary interpretation of romanticism,” explains Eliana Masgalos, concept designer at H&M. 

The collection launches online and in selected stores worldwide from September 14. Check out the campaign in the gallery above and shop the collection throughout the article.