H&M

Sep 2025

H&M presents the Mens F/W 2025 collection through a series of fashion editorials filmed in natural light. The campaign emphasizes clean lines and layered tailoring, capturing a candid, documentary-style approach to street-based menswear. Models Sadiq Desh and Tom Meacock are featured navigating urban environments, highlighting a seasonal wardrobe of structured trench coats, oversized blazers, and knitwear. Photographer Valentin Hennequin and creative director Marcus Söder guide the aesthetic, utilizing soft, diffused daylight to accentuate the textures of the apparel against classical European architectural backdrops. With hair styling by Matt Mulhall, the project leans into an earthy color palette and editorial framing to present the collection, incorporating long exposure techniques to introduce depth and motion to the city-street setting.

Lifestyle, Editorial