H&M: First signs of summer

May 2025

H&M’s "First signs of summer" campaign leans into the seasonal shift, capturing a collection of warm-weather apparel through an editorial lens. The imagery, lensed by photographer Olivia Frølich with art direction from Li Von Euler, focuses on the intersection of organic textures and clean, minimal styling. The series moves between warm-toned close-ups and serene, cool-hued maritime environments. Featuring model Greta Hofer, the campaign showcases a range of staples, from slip dresses with delicate embroidery to vibrant botanical prints, all framed by natural light. The production team included hair stylist Paolo Soffiatti and makeup artist Giulia Cigarini, with casting managed by Jessica Martinelli.

Editorial, Vertical, Clean

Natural light

Lookbook