H&M: H&M Ethereal Bohemia S/S 2025 Campaign

Mar 2025

The H&M Ethereal Bohemia S/S 2025 campaign presents a collection defined by its juxtaposition of rugged textures and fluid silhouettes. Against clean, minimalist studio backdrops, the imagery explores a palette of neutral tones, ranging from stark monochrome to soft creams and earthy browns. The campaign leans into a polished, contemporary aesthetic, emphasizing tailoring and the tactile interplay of materials like structured leather, delicate lace, and layered cotton. Photographer Sam Rock captures the series with an editorial focus, utilizing high-contrast lighting and clean studio compositions to highlight both the movement of the garments and the distinct styling. Fashion editor Kate Phelan drives the collection’s visual language, curating layered, bohemian-inspired ensembles that balance utility-driven outerwear with soft, draped tailoring. The project features entertainers including FKA twigs alongside models such as Angelina Kendall and Jazzelle, all set within a streamlined, commercial framework.

Vertical, Clean, Editorial

Natural light

White Seamless

Advertising Campaign