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Brand
H&M
ProjectH&M Ethereal Bohemia S/S 2025 Campaign
Model with dark short hair wearing an oversized white button-down shirt and laced skirt against a plain studio backdrop

H&M H&M Ethereal Bohemia S/S 2025 Campaign 2025

Associated creatives

Eliana Masgalos
Eliana MasgalosDesigner
Sam Rock
Sam RockPhotographer
Albert Moya
Albert MoyaDirector
Kate Phelan
Kate PhelanFashion Editor/Stylist
Helena Balladino
Helena BalladinoCasting Director
Piergiorgio Del Moro
Piergiorgio Del MoroCasting Director
Caroline Polachek
Caroline PolachekEntertainer
FKA twigs
FKA twigsEntertainer
Ibeyi
IbeyiEntertainer
Tyla
TylaEntertainer
Angelina Kendall
Angelina KendallModel
Jazzelle
JazzelleModel
Lennon Sorrenti
Lennon SorrentiModel
Mia Armstrong
Mia ArmstrongModel
Selena Forrest
Selena ForrestModel
Sihana Shalaj
Sihana ShalajModel
Stella Jones
Stella JonesModel
Stevie Sims
Stevie SimsModel
Wali
WaliModel
Gray Sorrenti
Gray SorrentiSelf

Tags

woman in oversized white shirtwoman in white shirtoversized white shirtwhite shirtmodel posingshort hair womanwoman posing

Description

This black-and-white fashion portrait forms part of the H&M Ethereal Bohemia S/S 2025 Campaign, photographed by Sam Rock with styling by Kate Phelan. The image features a model with short dark hair posing against a neutral studio backdrop, raising her arms while wearing an unbuttoned oversized white shirt and a grommet-laced white miniskirt. A pendant necklace hangs around her neck, and her expression is candid with parted lips. The high-contrast monochromatic lighting emphasizes textures in the cotton shirting and the smooth matte background.

Style

Editorial, Vertical, Monochrome, Clean

Techniques

Analogue / film

Industries

High Street Fashion

Color

Pure White (70%)
Charcoal (30%)

Background

Grey Seamless

Context

Advertising Campaign