H&M

Jun 2025

H&M presents its Accessories New Arrivals, a fashion campaign showcasing the latest collection through a series of portrait and editorial images. The project features model América González, captured by photographer Marius Uhlig with art direction by Elin Hagstrom. The compositions maintain a consistent minimalist aesthetic, utilizing clean white backdrops and soft natural light to highlight textures in apparel and hardware. The visual approach focuses on clear, direct framing with styling contributions from hair stylist Kalle Eklund and makeup artist Anya de Tobon. The series balances commercial clarity with editorial sensibilities, emphasizing the details of the accessories, from metallic belts and bold jewelry to structured handbags.

Editorial, Vertical, Clean

Natural light

High Street Fashion

White Seamless