H&M

Aug 2025

Distressed Revival for H&M leans into a rugged, streetwear-inspired aesthetic, focusing on the tactile quality of vintage-wash fabrics and layered silhouettes. The project features model Jake Hodder styled in wide-leg denim, oversized flannels, and distressed hoodies, creating a relaxed menswear look that prioritizes texture and utilitarian detailing. Captured by photographer Thomas Cooksey, the editorial imagery employs soft, even studio lighting to emphasize the faded finishes and layering of each garment. With fashion styling by Daniil Kudryavtsev and casting by Harley David, the campaign maintains a minimalist presentation against high-contrast seamless backdrops of clean white and deep crimson, accentuating the collection’s casual, lived-in appeal.

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Soft Light

High Street Fashion