H&M K-Street 2025

Description

This fashion campaign image for H&M's K-Street project features model Hoyong Kim photographed by Hanna Moon under the creative direction of Marcus Söder. The portrait is framed vertically, capturing an Asian man from the chest up as he poses against an industrial outdoor structure. He wears a light blue t-shirt accented with subtle splatter details and layered silver chain necklaces. Strong natural backlighting creates a lens flare effect and silhouettes the overhead metallic framework, while warm sunlight highlights the subject's features.

Style

Editorial, Vertical, Golden Hour

Techniques

Natural light

Industries

High Street Fashion

Color

Background

Clear Sky

Context

Advertising Campaign