H&M
K-Street
Brand
ProjectK-Street
Date
Apr 2025
Description
H&M presents K-Street, a high street fashion campaign that leans into a contemporary documentary aesthetic. The editorial series features model Hoyong Kim navigating urban environments, from narrow alleyways to bustling railway crossings and modern architectural backdrops. Captured by photographer Hanna Moon under the creative direction of Marcus Söder, the project utilizes natural light to highlight textures in the styling. The imagery employs a warm color palette and an analogue / film technique to ground the clothing in a raw, street-style context, emphasizing layered silhouettes and everyday urban details.
Style
Editorial, Warm, Vertical
Techniques
Natural light
Industries
High Street Fashion
Background
Street
Context
Advertising Campaign
Associated creatives
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