The H&M Season F/W 2025 campaign presents a series of clean, studio-based portraits that highlight the evolution of contemporary menswear. Captured by photographer Mark Kean with art direction from Marcus Söder, the series leans into an editorial aesthetic defined by minimalist compositions and soft, balanced lighting. The imagery focuses on the tactile nature of the collection, layering varied textiles like shearling, mohair, and washed denim against a neutral grey backdrop.
The project explores relaxed tailoring and modern silhouettes, featuring models Kit Price and Kaan Canbulat. The styling emphasizes deliberate layering—combining double-breasted blazers with casual hoodies, beanies, and wide-leg trousers—to create an understated, monochrome-heavy look. With grooming provided by hair stylist Kalle Eklund and makeup artist Karin Westerlund, the work maintains a crisp, commercial finish suitable for high-street fashion communication.
