H&M Swimwear/Underwear 2025

About

This commercial campaign image for H&M focuses on menswear underwear and apparel, captured by photographer Thomas Cooksey. Art direction is led by Laura Carless, with hair styling by Mette Thorsgaard and modeling by Emiliano Marku. The tight crop highlights the textures of layered boxer shorts and unbuttoned denim trousers against a neutral background. Warm directional lighting casts soft shadows across the torso, emphasizing the clean composition. The commercial styling balances casual everyday wear with polished studio photography.