H&M
H&M S/S '24 Cozy Lookbook
Brand
ProjectH&M S/S '24 Cozy Lookbook
Date
Feb 2024
Description
H&M presents the S/S '24 Cozy Lookbook, a fashion campaign featuring model Yoonmi Sun. The series captures a clean, minimalist aesthetic through a combination of hard light and natural daylight, emphasizing the texture of seasonal knitwear. Photographed by Olivia Frølich, the campaign leans into a commercial approach with structured, vertical compositions. The imagery utilizes the high-contrast environment of an outdoor, architectural setting to highlight the collection's geometric patterns and relaxed silhouettes.
Style
Vertical, Commercial, Clean
Techniques
Natural light, Hard Light
Industries
High Street Fashion
Color
Pure White
Scarlet
Context
Lookbook
Associated creatives
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