H&M
H&M Ethereal Bohemia S/S 2025 Campaign
Mar 2025
The H&M Ethereal Bohemia S/S 2025 campaign presents a study in contrast, blending structured tailoring with fluid, bohemian-inspired silhouettes. Photographed by Sam Rock and styled by fashion editor Kate Phelan, the project prioritizes minimalist art direction, utilising a clean studio backdrop to emphasise the tactile qualities of the collection's leather, lace, and sheer fabrics. Featuring entertainers including FKA twigs alongside a cast of models, the imagery leans into a neutral colour palette of cream, white, and black. The series employs varied studio lighting techniques—from bright, even illumination to monochrome, low-key chiaroscuro—to highlight the intricate details of grommet-laced garments, utility jackets, and ruffled tunics.
Vertical, Clean, Editorial
Natural light
High Street Fashion
White Seamless
Advertising Campaign
Associated creatives
