H&M

Feb 2026

For their latest 2026 campaign, H&M embraces an evocative exploration of urban grit and contemporary style, positioning the brand firmly within the landscape of luxury fashion houses. The campaign, titled H&M & New York: Chapter 1, masterfully leans into an editorial sensibility that prioritizes tactile storytelling over fast-fashion artifice. Under the lens of photographer Rafael Pavarotti, the imagery strips back the noise of the city to focus on the interplay of texture and silhouette. By blending a classic grunge aesthetic with modern street-ready staples—like distressed denim, layered flannel, and oversized knits—the campaign captures a relaxed, authentic energy that feels both nostalgic and distinctly current. This narrative is brought to life through a diverse cast, including models Kai Schreiber, Liya Kebede, Luca Fersko, and Paloma Elsesser, whose presence grounds the collection in a relatable, human context. The styling by Jacob K emphasizes a layered, textured approach, perfectly complemented by the soft light and high-end commercial polish that defines each frame. By utilizing natural light and high-key, clean studio environments, the project creates a visual dialogue that feels intimate despite its high-fashion aspirations. Through this curated series of portraits, the collaboration highlights the enduring appeal of foundational wardrobe pieces, reimagined with an edge that perfectly captures the spirit of New York today.

Lifestyle, Editorial, Commercial

Natural light

Luxury Fashion Houses, Fashion