H&M: K-Street
Brand
Date
Apr 2025
Description
H&M’s K-Street project is a fashion editorial series that captures a contemporary urban aesthetic. Featuring model Hoyong Kim, the imagery explores a range of casual street style, blending tailored layers with denim staples against the backdrop of city storefronts and industrial architecture. Photographed by Hanna Moon under the creative direction of Marcus Söder, the series leans into an analogue film aesthetic. The execution utilizes natural light, often incorporating golden hour tones and soft shadows to provide a raw, documentary-inspired quality throughout the campaign.
Style
Editorial, Warm, Vertical
Techniques
Natural light
Industries
Background
Street
Context
Advertising Campaign
Associated creatives
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