H&M

Mar 2024

The H&M Man Spring 2025 lookbook presents a collection of minimalist menswear, leaning into clean lines and tactile fabric details. The project features a sequence of studio and lifestyle portraits that highlight seasonal essentials, from crisp collared shirts to ribbed knitwear, captured with a focus on form and texture. Photographed by Daniel Archer with art direction from Dorin Azougy, the campaign employs a mix of natural light and low-key lighting to establish a contemplative aesthetic. Supporting the technical execution, the series incorporates hair styling by Matt Mulhall, with casting managed by Harley David. The project leans into editorial and commercial styles, utilizing matte surfaces and monochromatic palettes to emphasize the seasonal wardrobe.

Vertical, Clean, Editorial

Natural light

High Street Fashion

Lookbook