H&M: H&M x Magda Butrym

Apr 2025

H&M partners with designer Magda Butrym for a high-fashion editorial campaign that explores the intersection of structured tailoring and romantic embellishment. The collection leans into signature motifs, featuring dimensional floral rosettes, denim workwear, and sequined eveningwear set against minimalist studio backdrops. Captured by photographer Joanna Wzorek, the series utilizes soft, natural light to accentuate the textures of knitwear, metallic discs, and ruched fabrics. Art direction by Li Von Euler and fashion editing by Jacob K maintain a clean, vertical editorial aesthetic throughout the lookbook. Models Achol Ayor, Caitlin Soetendal, and Rejoice Chuol front the campaign, which balances precise architectural styling with fluid, feminine accents.

Editorial, Vertical, Clean

Natural light

White Seamless

Advertising Campaign