H&M

May 2025

The H&M Summer 2025 campaign presents a series of fashion editorials focused on coastal aesthetics and textured layering. Photographed by Sam Rock and styled by Kate Phelan, the visuals channel a cinematic atmosphere through the interplay of natural light and raw, outdoor environments. Featuring direction by Julian Klincewicz and design by Eliana Masgalos, the project highlights the collection's versatile silhouettes, spanning everything from structured swimwear to flowing kaftans and midi dresses. The editorial work utilizes monochrome and desaturated palettes to emphasize fabric textures, often framed against sandy beaches and oceanic backdrops to ground the apparel in a relaxed, summer-focused narrative.

Editorial, Vertical

Natural light

High Street Fashion

Sandy Beach

Advertising Campaign