Logo
  • Home
  • ·Media
  • ·H&M Effortless Base Campaign by Thomas Lohr
BrandH&M
ProjectEffortless Base
Two women with slicked-back hair and minimal makeup wearing black tank tops against a plain white studio background.

H&M Effortless Base 2026

Associated creatives

Thomas Lohr
Thomas LohrPhotographer
Carolyne Rapp
Carolyne RappCreative Director
Kalle Eklund
Kalle EklundHair Stylist
Siddhartha Simone
Siddhartha SimoneMakeup Artist
Rosalieke Fuchs
Rosalieke FuchsModel

Tags

two women posingtwo female modelswomen beauty portraitbeauty portraitnatural makeupslicked back hairblack tank topblack sleeveless topgold hoop earringsgold earrings

Description

A close-up studio beauty portrait created for the H&M Effortless Base campaign, photographed by Thomas Lohr with creative direction by Carolyne Rapp. Two female models, including Rosalieke Fuchs, are positioned closely together wearing black sleeveless tops against a clean white seamless backdrop. Both feature slicked-back hairstyles styled by Kalle Eklund, gold hoop earrings, and natural, luminous base makeup by Siddhartha Simone. The composition is horizontally framed with soft, even beauty lighting that highlights skin textures and facial contours.

Style

Horizontal, Commercial, Clean, Minimalist

Techniques

Beauty Light

Industries

Cosmetics

Color

Jet Black (30%)

Background

White Seamless, Residential Building

Context

Advertising Campaign