H&M: H&M Move Summerwear

Jun 2025

H&M presents the Move Summerwear campaign, a series of portraits showcasing the brand's latest activewear collection. Photographed by Boe Marion, the imagery leans into a clean, minimalist aesthetic, utilising neutral, concrete-textured backgrounds to focus the viewer's attention on the silhouettes of the apparel. Each shot maintains a consistent, desaturated palette that underscores the functionality of the sportswear. The campaign features model Olivia Aarnio in a range of performance-ready looks, from fitted crop tops and leggings to relaxed hoodies. The production is rounded out by hair styling from Nikola Grozdic and makeup artistry by Marina Andersson, both of whom employ a natural approach to complement the athletic focus. The project relies on soft, natural light to define the textures and clean lines of the collection throughout the series.

Vertical, Clean

Natural light

Concrete Texture

Advertising Campaign