H&M
Atelier A/W 25 | Drop 1 Men’s
Aug 2025
H&M presents the Atelier A/W 25 Men’s collection, captured in a series of studio-based imagery. The project highlights a sophisticated approach to seasonal essentials, balancing utility-inspired outerwear with refined knitwear. Photographer Daniel Archer frames the collection within a clean, light-filled studio space, utilizing natural light to accentuate fabric textures and layered silhouettes. The editorial approach incorporates long exposure techniques, introducing intentional motion to break the static lookbook format. Featuring models Ottawa Kwami and Viktor Krohm, the campaign leans into a contemporary aesthetic, pairing structured pieces like utility jackets and collared shirts with relaxed-fit trousers.
Vertical, Clean
Natural light
High Street Fashion
Lookbook
