H&M
H&M's high street fashion campaigns, minimalist lookbooks and global editorial collaborations
Featured H&M projects
This week's top H&M projects, carefully handpicked by Visie's expert curators, showcase the best in style and innovation.
Project H&M · Fray Day
Fray Day is an editorial fashion campaign for H&M that centers on tactile knitwear and modern minimalist layering. Photographed by David Portela, the series features model Valerie Margareta in a selection of coats, scarves, and textured sweaters, highlighting the interplay of fabrics against urban backdrops. The imagery relies on soft natural light and clean compositions to emphasize contemporary tailoring and relaxed, seasonal apparel. Additional creative contributions include hair styling by Cim Mahony, makeup by Marina Andersson, and casting by Tina Tapper.
Project H&M · Inbetween
Inbetween is a street style editorial project for H&M, documenting contemporary fashion through a series of candid, observational portraits. Photographed by Adam Katz Sinding and Melodie Jeng, the work leans into the rhythm of daily urban life, capturing models and individuals in motion across city streets. The series utilizes natural light to emphasize the textures of layered clothing—ranging from leather and faux fur to lace and denim—while maintaining a clean, authentic aesthetic. Employing a documentary approach to high street fashion, the imagery features diptych and multi-panel layouts that highlight the subjects' personal style and individual accessories. By focusing on everyday elements like mobile phone use, commuters, and public thoroughfares, the project frames clothing within a realistic, unposed environment. The editorial leans into a classic analogue film look, grounding the modern wardrobe in a timeless, grit-infused visual style.
Project H&M · Season F/W 2025
The H&M Season F/W 2025 campaign presents a series of clean, studio-based portraits that highlight the evolution of contemporary menswear. Captured by photographer Mark Kean with art direction from Marcus Söder, the series leans into an editorial aesthetic defined by minimalist compositions and soft, balanced lighting. The imagery focuses on the tactile nature of the collection, layering varied textiles like shearling, mohair, and washed denim against a neutral grey backdrop. The project explores relaxed tailoring and modern silhouettes, featuring models Kit Price and Kaan Canbulat. The styling emphasizes deliberate layering—combining double-breasted blazers with casual hoodies, beanies, and wide-leg trousers—to create an understated, monochrome-heavy look. With grooming provided by hair stylist Kalle Eklund and makeup artist Karin Westerlund, the work maintains a crisp, commercial finish suitable for high-street fashion communication.
Project H&M · Core Collection
For the Core Collection, H&M embraces the power of reductionist design, stripping away the superfluous to celebrate the intersection of sportswear and high-fashion minimalism. Under the focused creative direction of Georgina Kim, the campaign leverages a stark, monochromatic palette that places the athletic form at the absolute center of the frame. Photographer Mark Rabadan captures the movement and stillness of model Alena Blohm within a high-key studio environment, where the interplay of soft light and sharp lines defines the visual narrative. By utilizing a high-key aesthetic and natural light, the imagery elevates standard activewear into something distinctly editorial, transforming functional garments like sports bras, biker shorts, and leotards into objects of geometric precision. Throughout the series, the project leans into a clean, commercial language, using chiaroscuro techniques and high-contrast silhouettes to emphasize the subtle textures of the fabric against the stark white backgrounds. This synthesis of simplicity and intentionality ensures that the focus remains entirely on the fluidity of the body in motion. The resulting aesthetic feels both timeless and inherently contemporary, proving that an uncompromising commitment to minimalist principles remains the most effective way to communicate a modern brand identity in the competitive landscape of global sportswear and fashion.
Project H&M · H&M Move: Gym campaign
The H&M Move gym campaign masterfully blends the raw intensity of athletic performance with a refined, minimalist aesthetic. Through the lens of photographer Rory Griffin, the project captures the functional beauty of sportswear in motion, stripping away excess to focus entirely on the physicality of the workout. By utilizing a deliberate palette of neutral tones and textured, industrial concrete backdrops, the imagery channels an editorial sensibility that elevates standard commercial fitness photography. Lara De Pretto contributes a discerning eye as fashion editor and stylist, ensuring the technical fabrics—ranging from sleek black cycling shorts to performance-grade tank tops—interact seamlessly with the natural light. The campaign leans into a cinematic visual language, characterized by the interplay of hard and soft lighting techniques that accentuate muscular definition, skin texture, and the tactile reality of physical exertion. By moving between intimate, sweat-drenched close-ups and wide, dynamic compositions of individuals in stride, the work feels both visceral and aspirational. This live-action technique captures fleeting moments of concentration, turning the functional act of training into a series of highly composed, striking portraits. Ultimately, the project succeeds by balancing high-fashion minimalism with a grounded, human approach to exercise, positioning the H&M Move collection as an essential, high-performance companion for those who treat movement as a way of life.
Project H&M · H&M Summer 2026 Swimwear
For the H&M Summer 2026 swimwear collection, the brand pivots toward an elevated, quiet luxury aesthetic that eschews traditional beachside artifice in favor of deliberate, editorial minimalism. Captured through the lens of photographer David Portela, the campaign feels less like a conventional fashion lookbook and more like a study in light and form. The series leans into a neutral, muted color palette, utilizing soft, natural light to emphasize the interplay between skin texture and lightweight fabrics like linen and cotton. By focusing on intimate, cropped portraits and relaxed lifestyle compositions, the imagery strips away extraneous detail, allowing the structural elements of the swimwear and utility-inspired separates to take center stage. Casting director Jessica Martinelli secures a grounded presence with model Valerie Scherzinger, whose naturalistic delivery is complemented by the deliberate, textured hair styling of Lachlan Mackie and the subtle, skin-focused makeup artistry of Regina Törnwall. The collection masterfully uses deep shadows and architectural backgrounds—ranging from smooth, minimalist walls to warm, vertical wood paneling—to create a sense of contemplative calm. By marrying these sophisticated silhouettes with a stripped-back, authentic approach, the project succeeds in repositioning H&M within the broader luxury fashion landscape, proving that true impact is often found in the quietest details of composition and light.
Project H&M · Valerie
In the latest campaign for H&M, titled Valerie, the brand leans into a refined sense of understated elegance that mirrors the high-end sensibilities of luxury fashion houses. Captured by photographer David Portela, the series serves as a masterclass in editorial minimalism, stripping away the extraneous to focus entirely on texture, form, and the authentic presence of model Valerie Scherzinger. Across a diverse array of portraits and lifestyle compositions, the project utilizes soft natural light to emphasize a clean, monochromatic palette that feels both intimate and effortlessly contemporary. The visual narrative is defined by intentional restraint, from the crisp contrast of black-and-white portraits that highlight raw skin texture to full-length shots that integrate simple, architectural environments to frame the clothing. This focus on purity is further elevated by the deliberate styling choices of hair stylist Lachlan Mackie and makeup artist Regina Törnwall, whose work underscores the model’s natural aesthetic without overwhelming the garments’ clean lines. By masterfully balancing the interplay between light, shadow, and minimalist silhouette, the campaign reads as a sophisticated exploration of modern simplicity. Every frame, whether set against stark white walls or warm wooden panels, reinforces a polished, timeless quality that invites the viewer to appreciate the finer details of the collection, solidifying H&M’s place at the intersection of approachable style and elevated, high-fashion storytelling.
Project H&M · Livia x HM collection
In the vibrant Livia x HM collection, the fashion house bridges the gap between high-end luxury aesthetics and accessible, everyday streetwear, leaning heavily into a refined sense of editorial minimalism. Photographer Annemarie Kuus masterfully captures the essence of this collaboration through a series of evocative lifestyle shots that oscillate between raw nocturnal energy and the quiet, sun-drenched intimacy of a coastal escape. By utilizing a mix of sharp flash photography and soft, natural light, Kuus highlights the intricate tactile qualities of the garments, from delicate lace-trimmed slip dresses to ruffled eyelet bloomers. These images transcend traditional lookbook constraints, instead favoring a candid, fashion-forward narrative that feels both aspirational and grounded. Content creator Livia Nunes Marques serves as the face of the collection, anchoring the visual storytelling with a relaxed posture that emphasizes the fluid, effortless movement of the textiles against gritty, urban backdrops. The project is an exploration of texture and contrast, where the softness of silk-satin and lace encounters the industrial harshness of corrugated metal and stone mosaic tiling. Ultimately, the collection succeeds by positioning high-fashion detail within a distinctly relatable, modern context, proving that the most compelling visual narratives are often those that maintain a delicate balance between polished studio precision and the unpredictable charm of spontaneous street-level reportage.
Project H&M · H&M Summer Getaway Campaign 2026
The H&M Summer Getaway Campaign 2026 captures the quintessential ease of a sun-drenched season, grounding the high street fashion brand in a palette of clean, monochromatic textures and relaxed silhouettes. Through the lens of photographer Daniyel Lowden, the imagery leans into a soft, airy aesthetic that prioritizes natural light to accentuate the subtle tactile qualities of the collection. The campaign features model Valentin Humbroich, whose presence anchors the series in a composed, deliberate manner, while hair styling by Matt Mulhall emphasizes a lived-in, curly texture that feels both effortless and polished. Across each frame, the narrative moves away from loud, saturated excess, favoring a minimalist approach to styling that allows the rugged, coastal backdrop to provide a serene sense of place. This commercial lifestyle portraiture relies on a shallow depth of field to isolate the subject, ensuring the focus remains squarely on the interplay between the crisp cotton staples and the natural environment. By marrying the simplicity of off-white and neutral tones with the raw, atmospheric beauty of a beach setting, the project successfully elevates essential seasonal menswear into a cohesive visual story. The resulting work remains firmly rooted in high street fashion accessibility while delivering a refined editorial sensibility that resonates with the modern, minimalist consumer.
Project H&M · H&M Move
For the H&M Move campaign, the creative team has distilled the essence of modern performance into a masterclass in editorial minimalism. By stripping away visual clutter, the imagery leans into a stark, high-key studio environment that allows the technical innovation of the sportswear to take center stage. Through the lens of photographer Thomas Cooksey, and guided by the art direction of Daniil Kudryavtsev, the project successfully bridges the gap between high-fashion editorial aesthetics and functional athletic gear. The series features model Finley Prentice, whose physical presence is captured with precision, utilizing a blend of studio strobe and natural light to emphasize both the form of the athlete and the texture of the garments. Styling details, such as wraparound sunglasses and patterned headscarves, inject a contemporary edge into the classic activewear silhouettes, while Joe Yves’s grooming choices maintain a clean, sharp look throughout. Whether showcasing intense movement in a dumbbell row or moments of composed stillness, the work excels at presenting a sleek, cohesive narrative. By favoring a monochromatic palette and a deliberate focus on clean lines, the H&M Move initiative avoids the noise of traditional fitness marketing, instead opting for a graphic, sophisticated approach that elevates the brand within the competitive sportswear industry.
Project H&M · Du matin au soir
Captured under the golden glow of Mediterranean light, H&M’s Du matin au soir campaign embraces the effortless spirit of summer through a sophisticated lens. This fashion editorial project seamlessly navigates the transition from sun-drenched coastal mornings to refined urban evenings, emphasizing the tactile beauty of textures—from intricate crochet and airy pleats to sculptural ruffles. Photographer Julia Noni leans into the interplay of shadow and form, utilizing natural light to elevate the collection’s minimalist silhouettes against both rugged pebbled beaches and the sharp, geometric lines of modern architecture. The visual narrative is defined by a clean, editorial minimalism that celebrates movement and ease, brought to life through the effortless poise of model Bonnie Panasenko. Under the creative vision of stylist Lisa Lindqwister, the wardrobe becomes a study in contrast, layering sheer, open-knit pieces over swimwear and pairing architectural black sets with organic, straw-woven accessories. Hair stylist Ali Pirzadeh complements this relaxed aesthetic with clean, pulled-back styling that allows the craftsmanship of the garments to take center stage. Through a blend of high-contrast black and white portraiture and vibrant, warm-toned lifestyle imagery, the project channels a timeless summer vitality. The result is a cohesive and evocative exploration of modern luxury fashion, where every frame feels intentional, grounded in its setting, and perfectly attuned to the season's evolving atmosphere.
Project H&M · H&M & Lotto
The H&M and Lotto collaboration masterfully bridges the gap between high-performance sportswear and contemporary streetwear, resulting in an editorial campaign that feels both athletic and undeniably sharp. Under the expert creative direction of Marcus Söder, the project leans into a minimalist aesthetic, utilizing a clean, neutral grey backdrop to ensure the vibrant jerseys and technical apparel remain the undisputed focal point. Photographer Josie Hall captures a series of striking compositions that range from intimate, studio strobe-lit portraits to dynamic, motion-filled imagery. By employing techniques like multiple exposure and high-speed freeze, the team elevates the inherent energy of the clothing, transforming traditional sportswear silhouettes into modern, cinematic fashion statements. The casting, curated by Harley David, features models like Jeremiah Berko Fourdjour, whose nuanced performances bring a grounded, editorial sensibility to the high-contrast styling. Joe Yves’s work on hair ensures the look remains crisp and consistent throughout, perfectly complementing the sophisticated tailoring mixed with athleisure essentials. Whether showcasing the satin-like sheen of a red jersey or the intricate textures of a gradient polo, the imagery successfully navigates the intersection of lifestyle and commercial appeal. This collaboration serves as a refined study in sportswear design, proving that athletic gear can carry a high-fashion edge when executed with such precise, clean lighting and thoughtful visual storytelling.
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