H&M
First signs of summer
May 2025
The H&M 'First signs of summer' campaign features a series of editorial portraits and location stills that highlight the seasonal collection. Photographed by Olivia Frølich, the imagery centers on organic textures and soft natural light, setting the seasonal apparel against quiet maritime and stone-walled backdrops. Art direction by Li Von Euler maintains a clean, minimalist approach throughout the campaign. The production draws on editorial and monochrome techniques to capture a serene atmosphere, with styling input from hair stylist Paolo Soffiatti and makeup artist Giulia Cigarini. Casting was managed by Jessica Martinelli, with Greta Hofer appearing as the lead talent.
Editorial, Vertical, Clean
Natural light
High Street Fashion
Lookbook
