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·ATELIER A/W 2025

Model in motion blur wearing dark clothing and holding a brown bag against a plain white studio background.

Kit Butler walking in a long brown coat and wide-leg beige trousers past a moodboard wall for H&M Atelier A/W 2025.

Fashion photograph of a male model wearing a tan jacket and dark trousers pinned to a plain white wall

Four male models posing together in a studio setting with a mood board on the wall for H&M Atelier AW2025 collection

Model Badhiel Lony Nyang being styled in an oversized black blazer and blue shirt during the H&M Atelier A/W 2025 shoot.

Model Sanggun Lee wearing a tailored dark pinstripe blazer with slicked-back hair for H&M Atelier A/W 2025.

Male model in a tan utility shirt and black trousers standing in a bright studio while being styled for a campaign

Model Badhiel Lony Nyang poses in a brown cable-knit sweater and wide black trousers leaning against a dark metal structure.

Behind the scenes lookbook print taped to a mood board wall with handwritten styling notes for H&M Atelier A/W 2025.

Close-up portrait of a Black male model wearing a black blazer and light blue shirt against a photo-covered wall

Model Kit Butler in a long brown wool overcoat and wide-leg beige trousers in a minimalist studio for H&M Atelier A/W 2025.

Male model seated on a metal chair wearing a dark sweater and trousers against a white wall with photo grid

Model wearing dark denim shirt and pants holding a brown bag against a plain white studio wall

Model wearing a long dark brown tailored coat and black trousers standing in a studio by a mood board for H&M Atelier A/W 2025.

Model Kit Butler wearing a black quarter-zip ribbed sweater and matching dark trousers standing in a bright fashion studio.

Model Sanggun Lee wearing a black jacket with metal clasps being adjusted by a stylist in an H&M Atelier studio shoot.

Four male models posing in tailored jackets, sweaters, and trousers from the H&M Atelier A/W 2025 collection in an open studio.

Four male models posing in autumn menswear including a cable-knit sweater, tan jacket, and dark suits in a photography studio.

H&M ATELIER A/W 2025 2025

About

For the Atelier Autumn/Winter 2025 collection, H&M explores the intersection of contemporary menswear and behind-the-scenes artistry. The campaign, captured by photographer Daniel Archer under the creative direction of Marcus Söder, positions the garments within an industrial studio environment. Rather than a sterile lookbook, the imagery leans into a documentary aesthetic, often incorporating mood boards, reference sketches, and fitting sessions to highlight the construction and tactile nature of the tailored coats and cable-knit sweaters. The series features models Kit Butler, Badhiel Lony Nyang, Sanggun Lee, and Thibaud Charon. The styling favors voluminous silhouettes and a muted palette of earthy tans, deep browns, and blacks. Hair styling by Matt Mulhall complements the clean, minimalist approach, while casting by Harley David anchors the visual narrative. Using soft, natural light and occasional motion blur, the project prioritizes textural detail and a candid, rhythmic energy.