H&M
H&M SMART
Brand
ProjectH&M SMART
Date
Apr 2024
Description
H&M introduces the H&M SMART collection, a focused menswear campaign captured by photographer Daniel Archer. The project emphasizes a refined, minimalist aesthetic through clean studio compositions and warm, tonal architectural settings. Featuring model Claudio Goncalves, the series showcases elevated casual silhouettes, including tailored trousers and open-collar shirting. The imagery relies on soft, directional lighting to accentuate textures, leaning into a commercial and minimalist style.
Style
Vertical, Commercial, Minimalist
Techniques
Soft Light
Industries
High Street Fashion
Context
Advertising Campaign
Associated creatives
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