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H&M: H&M Lookbook by Carlos Garcia

Brand
H&M
Date

Mar 2024

Description

This H&M lookbook project presents a series of clean fashion portraits that emphasize minimalist studio aesthetics and sharp garment detail. Photographer Carlos Garcia leads the visual direction, utilizing directional natural light to highlight textures across a range of apparel, from structured denim and knitwear to fluid floral-patterned dresses. Throughout the collection, model Anneta Popova is featured against seamless white backgrounds, with hair styling by Andrea Martinelli and makeup by Regina Törnwall supporting the editorial focus. The imagery balances commercial accessibility with high-contrast composition, relying on simple studio techniques and distinct lighting to define silhouettes.

Style

Vertical, Clean

Techniques

Natural light

Industries
High Street Fashion
Background

White Seamless

Context

Lookbook

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