H&M: Archive Collection

Oct 2024

The H&M Archive Collection campaign presents a study in layered high street fashion, capturing an understated and editorial aesthetic. Shot by photographer Johan Sandberg, the series leans into a moody, desaturated color palette that emphasizes raw texture and industrial studio settings. Fashion editor Kate Phelan curates a series of intricate, multi-layered ensembles, ranging from voluminous tulle and metallic trousers to graphic knitwear and leopard print. The imagery, enriched by natural light and clean, soft-focus directional lighting, highlights the tactile quality of the garments against weathered concrete backdrops. Casting direction by Alexandra Sandberg complements the creative direction, with makeup by Jenny Jansson and Miika Kemppainen providing a finished, precise look across the editorial portraits.

Editorial, Vertical, Desaturated

Concrete Texture

Lookbook