H&M

Mar 2025

The H&M Ethereal Bohemia S/S 2025 campaign explores a fusion of structured tailoring and fluid, bohemian-inspired silhouettes. Photographed by Sam Rock with fashion styling by Kate Phelan, the visuals anchor the collection against minimalist studio backdrops, emphasizing the interplay between bold leather textures and delicate lace or sheer fabrics. Featuring FKA twigs among a diverse cast of models, the project leans into a polished, contemporary aesthetic. The editorial execution relies on soft, even studio lighting to highlight intricate details—ranging from metallic studs and grommet lacing to utility-inspired tailoring—creating a clean visual dialogue across both color and monochrome photography.

Vertical, Clean, Editorial

Natural light

High Street Fashion

White Seamless

Advertising Campaign