H&M: H&M S/S '24 Cozy Lookbook
Brand
Date
Feb 2024
Description
For its S/S '24 Cozy Lookbook, H&M explores a relaxed approach to seasonal transition. The campaign leans into a clean aesthetic, focusing on tactile layering through knitwear staples. Photographer Olivia Frølich captures model Yoonmi Sun in a series of direct, outdoor portraits. The imagery makes consistent use of natural light and hard light, resulting in elongated shadows and a crisp, high-contrast finish against minimalist architectural backgrounds.
Style
Vertical, Commercial, Clean
Techniques
Natural light, Hard Light
Industries
Color
Pure White
Scarlet
Context
Lookbook
Associated creatives
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