H&M: H&M STUDIO A/W 2025

Sep 2025

The H&M Studio A/W 2025 campaign explores a contemporary, minimalist aesthetic, captured through a series of fashion editorials by photographer Sharna Osborne. The series showcases an array of oversized tailoring, leather accessories, and structured silhouettes that define the collection's seasonal outlook. With art direction by Li Von Euler and styling by Jacob K, the images rely on soft lighting and a muted, desaturated palette to highlight textures and form. Featuring model Luiza Perote, the campaign utilizes a clean studio environment to frame the collection's interplay of proportions. The technical execution incorporates subtle grain and motion blur, emphasizing the sharp, Y2K-inspired geometry of the eyewear and footwear. Additional creative contributions include hair styling by Kalle Eklund, makeup by Lucy Bridge, and casting by Jessica Martinelli.

Editorial, Vertical

Soft Light

Advertising Campaign