H&M The pace of the season 2025

About

This fashion campaign image for H&M features a model photographed by Lukasz Pukowiec for the project The pace of the season. The subject wears a white ruffled blouse paired with white ribbed bottoms against a solid dark blue studio backdrop. Her long brown hair sweeps across her face and shoulders in a dynamic breeze, creating a candid, windswept effect. The lighting is direct and clear, accentuating the crisp texture of the white garment against the deep blue background.