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Brand
H&M
ProjectPRIMARY COLORS
Model Vivienne Rohner in an oversized white shirt with a red sweater tied around the waist against a white background

H&M PRIMARY COLORS 2026

Associated creatives

Lucrezia Ganazzoli
Lucrezia GanazzoliPhotographer
Lisa Lindqwister
Lisa LindqwisterFashion Editor/Stylist
Cim Mahony
Cim MahonyHair Stylist
Anya de Tobon
Anya de TobonMakeup Artist
Vivienne Rohner
Vivienne RohnerModel

Tags

vivienne rohnermodel vivienne rohnerwoman in white shirtwhite button down shirtwhite shirtred sweater tied around waistred sweaterknotted red sweater

Description

This fashion campaign image for H&M's Primary Colors project features model Vivienne Rohner against a clean white backdrop. She wears an oversized white cotton button-down shirt styled with a vibrant red sweater tied knotted around her waist. The styling was led by Lisa Lindqwister, with hair by Cim Mahony and makeup by Anya de Tobon, captured by photographer Lucrezia Ganazzoli. The composition uses soft studio lighting that accentuates the crisp textures of the garments and creates a minimalist aesthetic.