H&M

Oct 2025

The H&M x Glenn Martens 2025 campaign explores the intersection of high-street accessibility and avant-garde construction. Photographed by Johnny Dufort, the visuals center on a theatrical, multi-tiered scaffolding environment that functions as a structural stage for the collection. The imagery employs clean, bright lighting to highlight the textural complexity of layered knitwear, sculptural denim, and voluminous accessories. Fashion editor and stylist Ursina Gysi curates a look defined by asymmetric silhouettes and deliberate distressing. The campaign features an ensemble cast, including actor Richard E. Grant, alongside models Audrey Marnay, Canlan Wang, Clym Evernden, Edna Karibwami, Heather Diamond Strongarm, Jesse Sachet-Dufraisse, Jum Kuochnin, Manjin Kim, and Stef Bonomo. The set design integrates eclectic props—ranging from ornate landscapes and red velvet drapery to pastoral prints and avian accents—blending industrial geometry with classical references. Hair by Cyndia Harvey, makeup by Thom Walker, and casting by Angus Munro round out the production team for this editorial project.

Editorial, Vertical, Clean

High Street Fashion

Set-dressed

Advertising Campaign