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BrandH&M
ProjectSummer minimal
Model walking across a crosswalk wearing a white wrap shirt, black bermuda shorts, and carrying a black leather tote bag.

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

white wrap shirtwhite shirtblack bermuda shortsblack shortsblack tote bagblack leather bagwoman walking on crosswalkwoman walking

Description

A fashion campaign image from H&M's 'Summer Minimal' project, photographed by Kulesza & Pik with art direction by Mimi Makela. Model Mia Armstrong poses mid-stride against an asphalt city road marked with white pedestrian crossing stripes. She wears a structured white collared button-down shirt tied around the waist and paired with oversized black knee-length shorts. Under her arm, she carries a large black leather tote bag under soft, diffused natural daylight.

Style

Editorial, Vertical, Clean, Minimalist

Techniques

Natural light

Industries

High Street Fashion

Color

Pure White (50%)
Jet Black (50%)

Background

Street

Context

Advertising Campaign