H&M

Jun 2025

The H&M Studio Pre-Summer Capsule campaign features a sun-drenched fashion editorial aesthetic, captured by photographer Purienne. Set against rugged sandstone cliffs and coastal horizons, the imagery leans into a tactile, golden-hour look that highlights the collection’s metallic apparel and shimmering knit textures. Utilizing analogue film techniques, the series employs natural light and hard, directional sun to emphasize depth and contrast. The visuals center on model Jenn du Puy, whose poses against arid landscapes and ocean backdrops maintain a consistent warm, grain-rich atmosphere throughout the campaign.