H&M: H&M Loungewear

Nov 2025

H&M showcases its latest loungewear collection through a series of editorial and commercial captures. Photographed by Rasmus Weng Karlsen, the campaign features model Itshak Vanunu in a variety of relaxed silhouettes, from pinstripe pyjama sets to textured robes and structured jackets. The visuals shift between clean, high-contrast studio shots and staged interior scenes marked by ornate architectural details. Executed with a distinct contemporary aesthetic, the project incorporates direct flash photography to highlight fabric textures and silhouettes. The imagery leans into retro-inspired styling, utilizing elements like gilded molding, damask wallpaper, and warm interior lighting to frame the menswear against a sophisticated backdrop.