H&M
Season F/W 2025
Aug 2025
The H&M Season F/W 2025 campaign presents a series of clean, studio-based editorial portraits focusing on contemporary menswear. Photographed by Mark Kean and art directed by Marcus Söder, the collection leans into a minimalist aesthetic, utilizing soft light and monochromatic color palettes to emphasize textile depth. The imagery features layered styling, ranging from oversized outerwear and heavy knitwear to relaxed, wide-leg tailoring. With casting by Rita Ornellas and grooming by hair stylist Kalle Eklund and makeup artist Karin Westerlund, the work captures a range of tactile textures—from distressed leather and mohair to structured wool and crisp denim—against consistent, neutral grey backdrops.
Editorial, Vertical, Clean
Soft Light
High Street Fashion
Grey Seamless, Sports Venue
Lookbook
