Home
·Projects
·H&M
·2024
·Denim World

Model wearing a plaid overshirt, black tank top, and loose dark jeans against a plain corner wall background

Model from behind wearing an off-white t-shirt with black block lettering against a plain wall.

Model with blonde dreadlocks wearing a plaid shirt and dark jeans seated backward on a metal chair against a plain wall.

Model wearing dark grey cargo pants and a matching bomber jacket with hands in pockets against a metallic studio backdrop.

Model wearing a dark bomber jacket and acid-wash jeans standing in front of a neutral textured wall.

Model in black tank top and acid wash denim jeans wearing dark sunglasses against a grey seamless background

Close-up portrait of a man with blonde dreadlocks wearing dark sunglasses and a dark textured sweater against a light background.

Rear view of a model wearing a black graphic t-shirt and acid wash denim pants against a neutral background.

Model with dreadlocks wearing a black leather jacket and white graphic t-shirt against a plain white background

Model wearing a distressed cream hoodie with a hood up against a mottled neutral wall.

Model wearing a dark leather bomber jacket and cap posing indoors for H&M

Model wearing a black hooded jacket and dark cargo pants posing against a textured wall interior.

Model with blonde dreadlocks wearing dark t-shirt and acid wash cargo pants standing in unfinished room

Close-up portrait of a male model with blonde dreadlocks wearing a black and white plaid shirt and sunglasses against a plain white background.

Model in a black hooded leather jacket and dark cargo jeans standing indoors against a pale wall.

Model wearing a black t-shirt over a black hoodie and acid wash jeans against a plain concrete wall with vertical copper pipes

H&M Denim World 2024

About

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.