The H&M Coastal Summer 2025 collection campaign highlights a seasonal wardrobe through a series of editorial portraits. Photographed by Lukasz Pukowiec with executive production by Giorgio Tsintoukidis, the imagery features model Lea Seelenmeyer against both coastal outdoor environments and minimalist studio backdrops.
The creative direction leans into a warm, atmospheric aesthetic, utilising natural light to define the textures of the apparel and the surrounding Mediterranean-inspired settings. The project employs a cinematic approach, often drawing on monochrome tones and analogue film techniques to capture the collection's relaxed, vibrant spirit.
