H&M

Sep 2025

For the H&M Atelier Autumn/Winter 2025 menswear campaign, photographer Daniel Archer and creative director Marcus Söder deliver a collection of visuals that pull back the curtain on the design process. Eschewing traditional studio polish for a more granular, atelier-inspired approach, the imagery is defined by a clean, minimalist aesthetic that allows the tactile textures of structured wool overcoats, cable-knit sweaters, and utility tailoring to take center stage. The series features models Badhiel Lony Nyang, Kit Butler, Sanggun Lee, and Thibaud Charon navigating a studio environment accented by mood boards, garment racks, and handwritten reference notes. These documentary-leaning editorial shots employ soft natural light and deliberate motion blur to build a sense of candid energy. With grooming by Matt Mulhall and casting by Harley David, the campaign leans into a muted, earthy palette that emphasizes the collection’s voluminous silhouettes and layering techniques.

Lifestyle, Editorial