H&M: H&M WOMAN AW25

Jan 2025

The H&M Woman AW25 campaign presents a series of editorial portraits that lean into the tactile nature of cold-weather apparel. Captured against urban architectural backdrops, the collection highlights layering and relaxed tailoring, from oversized button-downs and knit sweaters to structured wool coats. Photographer Alejandro Sonoro utilizes natural light and analogue film techniques to create a consistent, warm aesthetic across the series. The visuals prioritize motion and candid movement, with hair styling by Henrik Haue emphasizing a windswept, effortless look for model Rachel Marx. The project, with casting by Jessica Martinelli, maintains a clean, commercial editorial style that emphasizes texture and volume throughout the Autumn/Winter range.

Editorial, Vertical, Warm, Clean

Natural light

Advertising Campaign