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H&M: Nostalgia

Brand
H&M
Date

Sep 2024

Description

H&M’s Nostalgia project is a high street fashion editorial campaign that leans into an intimate, archives-inspired aesthetic. Through a series of vertical portraits and compositions, the work explores a clean, stripped-back visual language centered on sharp tailoring and contrasting accessories. Photographer Rasmus Weng Karlsen utilizes natural light to capture organic textures, ranging from neoclassical stone surfaces to fine beadwork and leather. The series features model Mathilda Gvarliani, with styling led by Oscar Lange and casting managed by Rita Ornellas. Shot on analogue film, the imagery incorporates technical details like visible film borders and frame numbers, lending a tactile, documentary quality to the fashion-forward campaign.

Style

Editorial, Vertical, Warm

Techniques

Analogue / film, Natural light

Industries
High Street Fashion
Color
Jet Black
Pure White
Context

Lookbook, Advertising Campaign

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