H&M

Jan 2025

The H&M Wellness Spring 2025 campaign explores the intersection of skincare and active living through a lens of raw, minimalist aesthetics. Shot by photographer Deo Suveera, the imagery moves between serene outdoor movement and intimate, studio-based beauty portraiture. Art direction by Dorin Azougy and fashion editing by Maria Barsoum unify the series, balancing high-contrast monochrome studies with earthy, natural light compositions. The project features model Andreea Diaconu, whose presence anchors a diverse range of still-life and lifestyle assets. From macro botanical textures and product-focused close-ups to dynamic yoga-inspired movement, the campaign emphasizes organic forms and tactile materials. Hair by Ali Pirzadeh and makeup by Regina Törnwall contribute to the clean, elevated look, reinforcing the brand's shift toward a more nuanced, sensory-led approach to beauty and wellness imagery.

Vertical, Clean, Editorial

Natural light

Skincare

Advertising Campaign