H&M

Mar 2024

The H&M Man Spring 2025 lookbook presents a collection of menswear essentials through a series of composed, minimalist portraits. Photographed by Daniel Archer with art direction by Dorin Azougy, the campaign highlights the tactile textures of knitwear and clean tailoring against a mix of neutral studio backgrounds and earthy, terracotta-toned settings. Utilizing a combination of monochrome studio work and warm, natural light, the lookbook focuses on the interplay of fabric and light. Hair styling by Matt Mulhall complements the structured, contemporary aesthetic of the collection, which is captured with editorial precision. The project leans into a clean, refined visual language, incorporating chiaroscuro and analogue film techniques to showcase the seasonal range.

Vertical, Clean, Editorial

Natural light

High Street Fashion

Lookbook