H&M
H&M Man Underwear collection
Brand
ProjectH&M Man Underwear collection
Date
Nov 2025
Description
This series for the H&M Man Underwear collection presents a clean, minimalist approach to fashion photography. Captured in a studio setting, the imagery focuses on the fit and texture of the apparel, utilizing soft lighting against seamless backgrounds to maintain a consistent aesthetic across the campaign. Photographer Begum Yetis directs the series, featuring a range of styling by Daniil Kudryavtsev that pairs casual denim and loungewear with the collection's core underwear pieces. Hair styling by Joe Yves complements the editorial look, emphasizing a polished, contemporary feel through a clean, commercial lens.
Style
Vertical, Commercial, Clean, Minimalist
Techniques
Soft Light
Industries
Lingerie & Underwear
Background
White Seamless
Context
Lookbook
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