H&M: H&M Lookbook Summer 2025 by Alejandro Sonoro

May 2025

The H&M Summer 2025 lookbook presents a focused collection of swimwear and seasonal apparel, captured through a clean, minimalist lens. Photographed by Alejandro Sonoro, the campaign leans into a bright, sun-drenched aesthetic, utilizing natural light to emphasize vibrant primary hues and textured fabrics against stark studio backgrounds. The series maintains a consistent visual language, balancing editorial precision with relaxed, lifestyle-oriented portraiture. Featuring model Nuria Oliu Sanchez, the imagery highlights key summer silhouettes, including ribbed bikinis and coordinated sarongs. The production is supported by hair styling from Alessandro Rebecchi and makeup by Marina Andersson, both of whom employ a fresh, natural approach to complement the seasonal apparel. The work leverages classic studio techniques such as soft directional lighting to enhance fabric details and skin tones.

Vertical, Clean, Lifestyle, Warm

Natural light

White Seamless

Lookbook