H&M: EDITION Collection - Petals

Apr 2024

The H&M EDITION 'Petals' collection campaign leans into a minimalist aesthetic, highlighting a series of tactile, neutral-toned garments through a sophisticated editorial lens. Photographed by Carlos Garcia, the series features model Liz Kennedy across both clean studio environments and bright, open-sky outdoor settings. Designed by Eliana Masgalos, the collection focuses on fluid silhouettes and intricate textures, ranging from delicate broderie anglaise and openwork crochet to structured tailoring. The imagery uses soft, high-key lighting to emphasize the natural drape and movement of the textiles. With hair by Linda Shalabi and makeup by Jeanette Törnqvist, the visual narrative remains consistent, anchored by a restrained palette that highlights the collection's focus on essential, elevated design.

Vertical, Clean, Editorial

Natural light

White Seamless

Lookbook