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Brand
H&M
Projectsummer by the sea
Model Grace Elizabeth in a white cropped shirt and matching full maxi skirt standing on pale rocky ground in black sandals.

H&M summer by the sea 2025

Associated creatives

Olivia Frølich
Olivia FrølichPhotographer
Li Von Euler
Li Von EulerArt Director
Paolo Soffiatti
Paolo SoffiattiHair Stylist
Giulia Cigarini
Giulia CigariniMakeup Artist
Jessica Martinelli
Jessica MartinelliCasting Director
Grace Elizabeth
Grace ElizabethModel

Tags

grace elizabethmodel grace elizabethwhite maxi skirtwhite skirtmaxi skirtwhite button down shirtwhite shirtblack flip flopsblack sandals

Description

Model Grace Elizabeth poses in a wide-legged stance across sun-bleached coastal rock formations for H&M's Summer by the Sea campaign. She wears an unbuttoned, lightweight white cotton or linen shirt cropped to expose the midriff, paired with an expansive, pleated white maxi skirt with subtle frayed hem detailing. Simple black flip-flop sandals contrast against the monochrome bright outfit. Her hair is styled with a damp, slicked-back finish under diffused natural sunlight, directed by Li Von Euler and photographed by Olivia Frølich.

Style

Vertical, Commercial, Clean

Techniques

Natural light

Industries

High Street Fashion

Color

Off-White (80%)

Background

Rocky Coast

Context

Advertising Campaign