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Brand
H&M
ProjectAtelier S/S 25 Campaign
Behind-the-scenes fitting with a blonde male model wearing a brown trench coat in a studio setting

H&M Atelier S/S 25 Campaign 2025

Associated creatives

Marcus Söder
Marcus SöderCreative Director
Daniel Archer
Daniel ArcherPhotographer
Matt Mulhall
Matt MulhallHair Stylist
Mohammed Abubakar
Mohammed AbubakarModel
Timo Pan
Timo PanModel

Tags

blonde male model wearing brown trench coatmale model wearing trench coatblonde male modelbrown trench coattrench coatmale model

Description

This behind-the-scenes photograph captures a fitting moment from the H&M Atelier S/S 25 campaign. A blonde male model stands upright while wearing a structured brown trench coat with dark lapel details. An assistant adjusts the garment on his shoulder inside a light-filled studio space featuring garment racks and a mannequin in the background. The natural lighting and candid framing create an authentic backstage atmosphere, highlighting tailoring details and craftsmanship.

Style

Documentary, Vertical, Clean

Techniques

Natural light

Industries

High Street Fashion

Color

Camel (70%)
Navy (30%)

Background

Office

Context

Backstage / Behind the Scenes