H&M
Essentials
Sep 2025
For the H&M Essentials collection, photographer Sarah Blais crafts a series of fashion campaign imagery that highlights the brand's focus on relaxed tailoring and versatile staples. Featuring model Jiahui Zhang, the series leans into a clean, minimalist aesthetic, utilizing a monochromatic palette and neutral studio backgrounds to foreground the structured silhouettes and varied fabric textures of the garments. The project incorporates fashion direction by Hilda Sandström, with hair styling by Yuji Okuda and makeup by Giulia Cigarini. Throughout the series, soft lighting techniques are employed to accentuate the drape of oversized blazers, knitwear, and essential layering pieces, resulting in a cohesive editorial look.
Editorial, Vertical, Clean
Soft Light
High Street Fashion
White Seamless
