H&M

Oct 2024

The H&M Archive Collection campaign presents a study in texture and layering, grounding high-street fashion within a raw, industrial aesthetic. Shot by photographer Johan Sandberg, the editorial series leans into a desaturated, cool-toned palette that emphasizes the tactile quality of the garments, from metallic trousers and tulle to structured denim and graphic knits. Fashion editor and stylist Kate Phelan drives the visual narrative, utilizing heavy layering and bold pattern mixing to define the collection’s eclectic spirit. Set against distressed concrete and neutral, weathered backgrounds, the imagery employs soft, directional lighting to maintain a clean, refined finish. Casting by Alexandra Sandberg, alongside makeup artistry by Jenny Jansson and Miika Kemppainen, rounds out the technical execution of this fashion editorial project.

Editorial, Vertical, Desaturated

High Street Fashion

Concrete Texture

Lookbook