H&M’s F/W 2025 fashion campaign centres on a dynamic street-style aesthetic, documented through both candid movement and intimate portraiture. Shot by photographer Anthony Seklaoui with direction by Mitch Ryan, the series leans into an earthy, warm palette that highlights the collection’s focus on layered textures and structured tailoring.
The campaign features models Mona Tougaard, Sora Choi, and Vittoria Ceretti, styled by Jacob K. to showcase autumn-ready apparel, including faux-fur outerwear and oversized leather garments. These editorial assets utilise natural light to engage with the surrounding architectural settings and clean studio backdrops. The look is completed by hair styling from Mustafa Yanaz and makeup by Lucy Bridge.
