H&M

May 2026

The H&M and Lotto collaboration masterfully bridges the gap between high-performance sportswear and contemporary streetwear, resulting in an editorial campaign that feels both athletic and undeniably sharp. Under the expert creative direction of Marcus Söder, the project leans into a minimalist aesthetic, utilizing a clean, neutral grey backdrop to ensure the vibrant jerseys and technical apparel remain the undisputed focal point. Photographer Josie Hall captures a series of striking compositions that range from intimate, studio strobe-lit portraits to dynamic, motion-filled imagery. By employing techniques like multiple exposure and high-speed freeze, the team elevates the inherent energy of the clothing, transforming traditional sportswear silhouettes into modern, cinematic fashion statements. The casting, curated by Harley David, features models like Jeremiah Berko Fourdjour, whose nuanced performances bring a grounded, editorial sensibility to the high-contrast styling. Joe Yves’s work on hair ensures the look remains crisp and consistent throughout, perfectly complementing the sophisticated tailoring mixed with athleisure essentials. Whether showcasing the satin-like sheen of a red jersey or the intricate textures of a gradient polo, the imagery successfully navigates the intersection of lifestyle and commercial appeal. This collaboration serves as a refined study in sportswear design, proving that athletic gear can carry a high-fashion edge when executed with such precise, clean lighting and thoughtful visual storytelling.

Editorial, Commercial, Commercial

Studio strobe, Studio strobe

Sportswear, Fashion, Fashion