H&M

Sep 2025

H&M presents its Mens F/W 2025 collection through an editorial fashion campaign that leans into a candid, documentary-style aesthetic. Photographed on location across urban settings, the project highlights the season's focus on layering, textured knits, and tailored outerwear. Creative direction by Marcus Söder and photography by Valentin Hennequin define the project's visual language, which utilises natural light to accentuate the collection's earthy palette and clean silhouettes. Hair styling by Matt Mulhall complements the relaxed, everyday movement of models Sadiq Desh and Tom Meacock as they navigate city streets, utilising techniques such as long exposure and analogue-inspired film photography to add depth to the architectural backdrops.

Lifestyle, Editorial