H&M: H&M x Glenn Martens 2025 Campaign

Oct 2025

The H&M x Glenn Martens 2025 campaign presents a high-fashion editorial narrative centered on layered, sculptural silhouettes and avant-garde denim design. Photographed by Johnny Dufort, the campaign utilizes a theatrical staging approach, contrasting industrial metal scaffolding and pastoral backdrops with an ensemble cast, including actor Richard E. Grant. The project maintains a polished, clean aesthetic across its series of portraits. Fashion stylist Ursina Gysi anchors the visuals through distinct textural layering, supported by makeup artist Thom Walker and hair stylist Cyndia Harvey. Casting was directed by Angus Munro, with the campaign leaning into a retro-inspired, vertical editorial format.

Editorial, Vertical, Clean

Set-dressed

Advertising Campaign