H&M: Fray Day
Brand
Date
Oct 2026
Description
Fray Day is an editorial fashion campaign for H&M that centers on tactile knitwear and modern minimalist layering. Photographed by David Portela, the series features model Valerie Margareta in a selection of coats, scarves, and textured sweaters, highlighting the interplay of fabrics against urban backdrops. The imagery relies on soft natural light and clean compositions to emphasize contemporary tailoring and relaxed, seasonal apparel. Additional creative contributions include hair styling by Cim Mahony, makeup by Marina Andersson, and casting by Tina Tapper.
Style
Editorial, Vertical, Clean
Techniques
Natural light
Industries
Color
Jet Black
Context
Advertising Campaign
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