H&M: H&M Halloween Beauty
Brand
Date
Oct 2026
Description
H&M translates seasonal aesthetics into a high-contrast cosmetics campaign for their Halloween Beauty collection. The portrait series leans into a refined, editorial approach, focusing on intricate textures and precision detailing. Photographed by Daniel Archer, the work centers on model Mila van der Horst. Under the art direction of Elin Hagstrom, the visuals utilize macro-photography to explore heavy-set eye makeup and jewelled ornamentation. The aesthetic is defined by its low-key chiaroscuro lighting, with hair styling by Lachlan Mackie and makeup artistry by Regina Törnwall.
Style
Editorial, Vertical, Monochrome, Matte
Techniques
Macro, Low-key / chiaroscuro
Industries
Background
Grey Seamless
Context
Advertising Campaign
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