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BrandH&M
ProjectSummer minimal
Model Mia Armstrong wearing a black sleeveless dress and flat shoes standing in front of construction scaffolding and plastic tarps.

H&M Summer minimal 2026

Associated creatives

Kulesza & Pik
Kulesza & PikPhotographer
Mimi Makela
Mimi MakelaArt Director
Lachlan Mackie
Lachlan MackieHair Stylist
Regina Törnwall
Regina TörnwallMakeup Artist
Mia Armstrong
Mia ArmstrongModel

Tags

sleeveless black dressblack dressblack midi skirtblack sleeveless topblack flat shoesmia armstrongwoman standingmodel posing

Description

For H&M's 'Summer minimal' project, photographed by Kulesza & Pik with art direction by Mimi Makela, model Mia Armstrong stands outdoors in front of wire fencing and draped construction tarpaulins. She wears an all-black ensemble comprising a high-neck sleeveless top, a matching midi skirt, and low-profile black flat shoes. The image features neutral, diffused daylight across the industrial backdrop with hair styled by Lachlan Mackie and makeup by Regina Törnwall.

Style

Editorial, Vertical, Minimalist

Techniques

Natural light

Industries

High Street Fashion

Color

Jet Black (90%)

Background

Construction Site

Context

Advertising Campaign