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H&M: Denim World

Brand
H&M
Date

Aug 2024

Description

For their Denim World campaign, H&M explores a modern streetwear aesthetic that leans into raw, minimalist textures. Through a series of editorial portraits, the project focuses on relaxed silhouettes and distressed detailing, highlighting the versatility of acid-wash denim and layered technical apparel. Photographer Senta Simond captures model Vetle Emile Majambere in a variety of industrial and neutral studio settings, utilising soft natural light to emphasise the tactile quality of the garments. Under the creative direction of Marcus Söder, with hair styling by Shiori Takahashi, the work maintains a consistent, clean visual language that underscores the collection’s utilitarian roots.

Style

Editorial, Vertical, Clean

Techniques

Natural light

Industries
High Street Fashion
Color
Jet Black
Context

Lookbook

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