H&M
H&M Move Summerwear
Brand
ProjectH&M Move Summerwear
Date
Jun 2025
Description
H&M Move's summerwear campaign highlights the label's latest activewear collection through a series of minimalist portraits. Photographed by Boe Marion, the series focuses on the clean silhouettes of the performance apparel, set against a neutral, concrete-textured studio backdrop. The imagery adopts a clean aesthetic, utilising soft, directional natural light to emphasise the monochromatic palette and raw textures of the sportswear. Creative contributions include hair styling by Nikola Grozdic and makeup by Marina Andersson, with Olivia Aarnio appearing as the primary model.
Style
Vertical, Clean
Techniques
Natural light
Industries
Sportswear
Color
Jet Black
Background
Concrete Texture
Context
Advertising Campaign
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