The H&M Summer 2025 campaign explores a coastal narrative through a series of editorial images captured in natural light. The work leans into a cinematic aesthetic, utilizing a mix of monochrome and warm, desaturated tones to highlight the seasonal collection's focus on texture and movement.
Photographer Sam Rock and stylist Kate Phelan collaborate to frame the subjects against diverse outdoor backdrops, ranging from windswept sandy beaches to structured, rustic environments. With direction by Julian Klincewicz and design contributions by Eliana Masgalos, the project employs an analogue film feel, emphasizing the intricate details of the garments, from fringed skirts to embroidered kaftans, while models including Alex Consani, Ella Mccutcheon, and Rachel Marx ground the visuals in an observational, lifestyle-led approach.
