H&M "Notes on Being" Spring 2025 Ad Campaign 2025

About

This portrait of Caroline Polachek is part of the H&M Spring 2025 campaign titled Notes on Being. Photographed by Sam Rock with creative direction by Albert Moya and Eliana Masgalos, the image features the artist against a clean white backdrop. She wears a light-coloured sleeveless garment embellished with dark, decorative appliqués. The composition is a vertical close-up focusing on her face and dark hair, captured with crisp studio lighting.