H&M
Atelier S/S 25 Campaign
Feb 2025
The H&M Atelier S/S 25 campaign captures the intersection of contemporary tailoring and raw studio production. Photographed by Daniel Archer under the creative direction of Marcus Söder, the series leans into a clean, editorial aesthetic that prioritizes tactile garment detail and architectural depth. The imagery shifts between focused portraiture and candid workshop scenes, set against neutral, fluted backdrops and industrial whitewashed brick. Featuring models Mohammed Abubakar and Timo Pan, the project incorporates natural light to emphasize the seasonal silhouettes and fabric textures. Hair styling by Matt Mulhall rounds out the production, which utilizes studio environments—complete with dress forms and sketches—to ground the collection in a narrative of craftsmanship.
Editorial, Vertical, Clean
Natural light
High Street Fashion
Advertising Campaign
