H&M: H&M Move Renew Campaign

Jul 2025

The H&M Move Renew campaign presents a series of vertical, commercial portraits and lifestyle captures that explore the intersection of functional sportswear and coastal environments. Photographed by Jorin Koers with art direction by Elin Hagstrom, the project emphasises minimal, clean lines and natural body movement through athletic stretching and active poses. The imagery leans into a high-contrast monochrome aesthetic and soft, natural light, utilizing tropical foliage and sandy textures to anchor the apparel against a quiet, outdoor backdrop. The campaign highlights the collection's structure and fabric contours, featuring model Adele Aldighieri. Supporting creative contributions include hair styling by Tosh, makeup artistry by Regina Törnwall, and casting direction by Nathan Couzins.

Vertical, Commercial

Natural light

Sandy Beach

Advertising Campaign