H&M

Feb 2025

The H&M Limited Edition 2025 campaign presents a series of portraits and full-length shots focused on sculptural silhouettes and tactile fabric surfaces. Shot in a controlled studio setting, the project leans into editorial sensibilities through a palette of minimalist neutrals and vibrant contrasts. Art direction by Elin Hagstrom emphasises fluid draping and refined accessories, with photography by Daniel Archer capturing the collection's structure against clean, seamless backdrops. The imagery utilizes soft and natural light to define textures, ranging from delicate lace and flowing kaftans to heavy metallic embellishments. Featuring models Nora Attal and Ugbad, the campaign maintains a polished, consistent visual language. Casting by Nathan Couzins and makeup artistry by Nihal Mohamed support the minimalist aesthetic, which is articulated through techniques including chiaroscuro-inspired low-key portraits and clean, desaturated editorial compositions.

Editorial, Vertical, Clean

High Street Fashion

Grey Seamless

Advertising Campaign