H&M: H&M WELLNESS Spring 2025 CAMPAIGN

Jan 2025

The H&M Wellness Spring 2025 campaign explores the intersection of activewear and skincare through a clean, minimalist lens. Photographed by Deo Suveera, the imagery moves between editorial portraits of model Andreea Diaconu and still-life product compositions, maintaining a consistent focus on raw skin texture, organic forms, and botanical elements. Art direction by Dorin Azougy and fashion editing by Maria Barsoum ground the series in an earthy, serene palette, utilizing natural light to highlight the tactile quality of the products and textiles. Techniques such as macro photography and high-contrast monochrome grading underscore the collection's focus on material detail and clean lines. With hair styling by Ali Pirzadeh and makeup by Regina Törnwall, the visuals present a cohesive look that blends functional fitness apparel with a dedicated skincare aesthetic, effectively framing the brand's wellness offering within a stripped-back, contemplative studio and outdoor environment.

Vertical, Clean, Editorial

Natural light

Advertising Campaign