H&M
H&M WOMAN AW25
Jan 2025
The H&M Woman AW25 campaign presents a series of editorial portraits that lean into a candid, urban aesthetic. Captured outdoors against textured architectural backdrops, the collection highlights the tactile qualities of the season’s knitwear and tailored outerwear through a series of sun-drenched, motion-filled compositions. Photographer Alejandro Sonoro utilizes natural light and analogue film techniques to emphasize the relaxed, layered silhouettes of the collection. The imagery features model Rachel Marx in various states of movement, with hair styling by Henrik Haue and casting by Jessica Martinelli, creating an effortless, grounded narrative throughout the campaign.
Editorial, Vertical, Warm, Clean
Natural light
High Street Fashion
Advertising Campaign
