H&M: Mia Regan x H&M

Jul 2025

The Mia Regan x H&M collaboration presents a seasonal fashion campaign rooted in a sun-drenched, coastal aesthetic. Through a series of editorial and commercial photographs, the collection explores fluid silhouettes and tactile knitwear set against natural landscapes, ranging from turquoise shorelines to textured, sun-bleached architecture. Photographer Laura Jane Coulson utilizes natural light to emphasize the materiality of the garments, often incorporating golden hour tones to enhance the relaxed, lifestyle-focused imagery. Featuring Mia Regan as the primary talent, the campaign leans into a clean, minimalist visual language. The styling, executed by Fabio Petri on hair and Celia Burton on makeup, complements the collection's earth-toned palette and varied fabric textures. The work documents the apparel within diverse outdoor settings, leveraging techniques such as underwater photography and soft-focus natural lighting to frame the collection.

Vertical, Warm

Natural light

Advertising Campaign