H&M

Apr 2024

H&M Edition S/S 24 presents a series of studio-based portraits highlighting the collection's focus on monochromatic tailoring and clean, minimalist silhouettes. Photographed by Marco van Rijt, the campaign leans into graphic contrasts and sharp, directional lighting to emphasize the material quality of the garments, ranging from satin textures to structured utility jackets. Art direction by Elin Hagstrom and styling by Anna Fernandez define the visual language of the editorial, which features model Penelope Ternes in various iterations of the season's core palette. The production utilizes a crisp studio aesthetic, relying on clean backdrops to anchor the focus on form and detail.