H&M

Jul 2024

The Casual Look campaign for H&M presents a study in relaxed menswear, anchored by a series of urban-focused portraits. Photographed by James Brodribb, the project leans into a candid street-style atmosphere that highlights classic layering and everyday essentials, ranging from crisp polo shirts to lightweight overshirts. Shot across various city environments, the execution utilizes high-contrast monochrome grading alongside warm, earthy palettes to emphasize textile textures and clean silhouettes. The imagery features models Anden Scudder and Cherif Douamba, captured in natural light with a mixture of gritty flash techniques and analogue film aesthetics. These editorial portraits prioritize a grounded, architectural framing that positions the collection within a contemporary metropolitan context.

Editorial, Vertical

Natural light

High Street Fashion

Street

Lookbook