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H&M: Casual look

Brand
H&M
Date

Jul 2024

Description

H&M presents the 'Casual Look' project, a fashion editorial campaign that leans into an authentic, street-style aesthetic. Shot across varied urban environments, the series captures a relaxed approach to menswear through a mix of clean portraiture and candid architectural framing. Photographer James Brodribb employs a distinct visual language, utilizing natural light and analogue film techniques to highlight the textures of the apparel. Models Anden Scudder and Cherif Douamba navigate city streets, bridge structures, and car-centric compositions that evoke a grounded, everyday sensibility. The series prioritizes minimalist styling, featuring layered basics, polo shirts, and casual accessories set against monochrome and warm earthy color palettes.

Style

Editorial, Vertical

Techniques

Natural light

Industries
High Street Fashion
Background

Street

Context

Lookbook

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