H&M: ATELIER A/W 2025

Sep 2025

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.

Lifestyle, Editorial