H&M

Jul 2026

The H&M Move gym campaign masterfully blends the raw intensity of athletic performance with a refined, minimalist aesthetic. Through the lens of photographer Rory Griffin, the project captures the functional beauty of sportswear in motion, stripping away excess to focus entirely on the physicality of the workout. By utilizing a deliberate palette of neutral tones and textured, industrial concrete backdrops, the imagery channels an editorial sensibility that elevates standard commercial fitness photography. Lara De Pretto contributes a discerning eye as fashion editor and stylist, ensuring the technical fabrics—ranging from sleek black cycling shorts to performance-grade tank tops—interact seamlessly with the natural light. The campaign leans into a cinematic visual language, characterized by the interplay of hard and soft lighting techniques that accentuate muscular definition, skin texture, and the tactile reality of physical exertion. By moving between intimate, sweat-drenched close-ups and wide, dynamic compositions of individuals in stride, the work feels both visceral and aspirational. This live-action technique captures fleeting moments of concentration, turning the functional act of training into a series of highly composed, striking portraits. Ultimately, the project succeeds by balancing high-fashion minimalism with a grounded, human approach to exercise, positioning the H&M Move collection as an essential, high-performance companion for those who treat movement as a way of life.

Lifestyle, Commercial

Natural light, Soft Light

Sportswear, Fashion