H&M
H&M Lookbook Summer capsule
Feb 2025
The H&M Summer capsule lookbook presents a refined take on warm-weather menswear, focusing on textural versatility and a clean, minimalist aesthetic. Shot on location against the rugged contrast of dark volcanic sand beaches and modern architectural backdrops, the project leans into an earthy color palette to highlight the seasonal collection. Photographer Raffaele Cariou utilizes soft natural light and the golden hour to accentuate the tactile qualities of the apparel, ranging from lightweight ribbed tank tops and striped button-ups to textured cream bathrobes. The imagery prioritizes a relaxed, coastal atmosphere, with fashion styling by Mattias Karlsson providing a coherent, approachable vision of summer leisure. Featuring model Ruben Moreira, the series blends editorial portraiture with lifestyle-oriented shots to emphasize both the fit and the movement of the garments.
Vertical, Warm, Lifestyle
Natural light
High Street Fashion
Sandy Beach
Lookbook
