H&M

May 2025

H&M’s "First signs of summer" campaign captures a shift into seasonal apparel through a series of editorial portraits and location-based stills. Photographer Olivia Frølich and art director Li Von Euler lean into a clean, understated aesthetic that focuses on organic textures and natural light. The series features model Greta Hofer, styled with a focus on relaxed silhouettes and botanical prints. The execution shifts between warm daylight portraits and cool-toned maritime settings, utilizing analogue film techniques to emphasize the texture of the garments and the surrounding stone landscapes. Casting for the project was led by Jessica Martinelli, with hair styling by Paolo Soffiatti and makeup by Giulia Cigarini.

Editorial, Vertical, Clean

Natural light

High Street Fashion

Lookbook