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H&M: Everyday Fashion

Brand
H&M
Date

Sep 2023

Description

The Everyday Fashion project for H&M focuses on the tactile nature of seasonal knitwear and tailored outerwear. Shot within a controlled studio environment, the editorial series leans into a minimalist aesthetic, utilizing soft, natural light to highlight garment textures, from chunky ribbed sweaters to structured wool coats. The photography, captured by Pauline Suzor, employs clean compositions that allow the focus to remain on the interplay between form-fitting silhouettes and relaxed, layered styling. Featuring model Grace Elizabeth, the campaign maintains a consistent, neutral color palette that emphasizes clarity and detail. With fashion styling by Oscar Lange and hair and makeup direction from Henrik Haue, Anya de Tobon, and Marina Andersson, the work explores a contemporary, pared-back approach to high street fashion.

Style

Editorial, Vertical, Clean

Techniques

Natural light

Industries
High Street Fashion
Color
Cream
Background

White Seamless

Context

Lookbook

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